COVID-19 Crisis: Luxury and Fast Fashion Brands’ Communication and Marketing Strategies
This article provides a state of the art on the communication and marketing strategies that fashion brands have carried out during the period of COVID-19 confinement. For this purpose, a bibliographic review of articles that meet the aforementioned thematic and methodological criteria (content analy...
| Authors: | , , |
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| Format: | article |
| Status: | Published version |
| Publication Date: | 2022 |
| Country: | Ecuador |
| Institution: | Universidad Andina Simón Bolivar |
| Repository: | Revista de Comunicación y Cultura |
| Language: | Spanish |
| OAI Identifier: | oai:revistas.uasb.edu.ec:article/3470 |
| Online Access: | https://revistas.uasb.edu.ec/index.php/uru/article/view/3470 |
| Access Level: | Open access |
| Keyword: | Comunicación marketing moda COVID-19 crisis estrategia Communication fashion strategy |
| Summary: | This article provides a state of the art on the communication and marketing strategies that fashion brands have carried out during the period of COVID-19 confinement. For this purpose, a bibliographic review of articles that meet the aforementioned thematic and methodological criteria (content analysis) has been carried out. The results show a similarity of strategies and actions carried out by 10 luxury brands, as well as by three fast fashion brands at the beginning of COVID-19. |
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