Advertising Format Evolution in Fashion Brands’ CommunicationContagious Case Study 2010–2020

  1. Cristina Sánchez-Blanco
  2. Jorge del Río Pérez
  3. Marta Torregrosa
  4. Elena Luisa Sanjurjo
Libro:
Fashion Communication: Proceedings of the FACTUM 21 Conference, Pamplona, Spain, 2021
  1. Teresa Sádaba (ed. lit.)
  2. Nadzeya Kalbaska (ed. lit.)
  3. Francesca Cominelli (ed. lit.)
  4. Lorenzo Cantoni (ed. lit.)
  5. Marta Torregrosa Puig (ed. lit.)

Editorial: Springer International Publishing AG

ISBN: 9783030813215

Año de publicación: 2021

Páginas: 103-115

Tipo: Capítulo de Libro

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Resumen

This paper aims to understand the evolution of the use of fashion brands’ advertising formats during the period 2010–2020. With the impact of digitization, the relationships of brands with consumers through communication and the number and type of formats used to reach them have changed. The communication campaigns of fashion brands selected by the prestigious Contagious magazine are analyzed from the point of view of the formats used. 116 fashion brand campaigns, which belong to 55 different fashion brands, were studied. It is demonstrated, through a correlation coefficient and a correspondence analysis, how fashion brands use varied formats to build cross- media communication and use those most related to the digital environment.

Fuente de los datos: Dialnet