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...

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Detalhes bibliográficos
Autores: Crespo Pereira, Verónica, Sánchez Amboage, Eva, Membiela Pollán, Matías Enrique
Formato: artículo
Estado:Versión publicada
Fecha de publicación:2022
País:Ecuador
Recursos:Universidad Andina Simón Bolivar
Repositorio:Revista de Comunicación y Cultura
Idioma:español
OAI Identifier:oai:revistas.uasb.edu.ec:article/3470
Acesso em linha:https://revistas.uasb.edu.ec/index.php/uru/article/view/3470
Access Level:acceso abierto
Palavra-chave:Comunicación
marketing
moda
COVID-19
crisis
estrategia
Communication
fashion
strategy
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spelling COVID-19 Crisis: Luxury and Fast Fashion Brands’ Communication and Marketing StrategiesEstrategias de comunicación y marketing de marcas de lujo y fast fashion durante la crisis del COVID-19Crespo Pereira, VerónicaSánchez Amboage, EvaMembiela Pollán, Matías EnriqueCrespo Pereira, VerónicaSánchez Amboage, EvaMembiela Pollán, Matías EnriqueComunicaciónmarketingmodaCOVID-19crisisestrategiaCommunicationmarketingfashionstrategyCOVID-19crisisThis 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.El presente artículo realiza un estado del arte sobre las estrategias de comunicación y marketing que las marcas de moda han llevado a cabo durante el período de confinamiento por la pandemia del COVID-19. Para dicho objetivo se ha revisado la bibliografía de artículos que cumplen con el criterio temático mencionado y con un criterio metodológico (análisis de contenido). Los resultados muestran una similitud de estrategias y acciones llevadas a cabo por diez marcas de lujo, así como por tres marcas de moda rápida, al inicio de la pandemia del COVID-19.Universidad Andina Simón Bolívar, Sede Ecuador2022-06-24info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdftext/htmlhttps://revistas.uasb.edu.ec/index.php/uru/article/view/347010.32719/26312514.2022.5.9Uru: Revista de Comunicación y Cultura; No. 5 (2022): Production and Consumption of Movies and Series on Streaming Platforms; 123-134Uru: Revista de Comunicación y Cultura; Núm. 5 (2022): Producción y consumo de cine y series en plataformas de streaming; 123-1342631-2514reponame:Revista de Comunicación y Culturainstname:Universidad Andina Simón Bolivarinstacron:UASBspahttps://revistas.uasb.edu.ec/index.php/uru/article/view/3470/3336https://revistas.uasb.edu.ec/index.php/uru/article/view/3470/4373https://revistas.uasb.edu.ec/index.php/uru/about#4info:eu-repo/semantics/openAccess2024-04-25T21:27:43Zoai:revistas.uasb.edu.ec:article/3470Portal de revistashttps://revistas.uasb.edu.ec/index.php/uruInstitución privadahttp://www.uasb.edu.ec/https://revistas.uasb.edu.ec/index.php/uru/oaiEcuador2631-25142631-2514opendoar:02024-04-25T21:27:43falsePortal de revistashttps://revistas.uasb.edu.ec/index.php/uruInstitución privadahttp://www.uasb.edu.ec/https://revistas.uasb.edu.ec/index.php/uru/oaiEcuador2631-25142631-2514opendoar:02024-04-25T21:27:43Revista de Comunicación y Cultura - Universidad Andina Simón Bolivarfalse
dc.title.none.fl_str_mv COVID-19 Crisis: Luxury and Fast Fashion Brands’ Communication and Marketing Strategies
Estrategias de comunicación y marketing de marcas de lujo y fast fashion durante la crisis del COVID-19
title COVID-19 Crisis: Luxury and Fast Fashion Brands’ Communication and Marketing Strategies
spellingShingle COVID-19 Crisis: Luxury and Fast Fashion Brands’ Communication and Marketing Strategies
Crespo Pereira, Verónica
Comunicación
marketing
moda
COVID-19
crisis
estrategia
Communication
marketing
fashion
strategy
COVID-19
crisis
title_short COVID-19 Crisis: Luxury and Fast Fashion Brands’ Communication and Marketing Strategies
title_full COVID-19 Crisis: Luxury and Fast Fashion Brands’ Communication and Marketing Strategies
title_fullStr COVID-19 Crisis: Luxury and Fast Fashion Brands’ Communication and Marketing Strategies
title_full_unstemmed COVID-19 Crisis: Luxury and Fast Fashion Brands’ Communication and Marketing Strategies
title_sort COVID-19 Crisis: Luxury and Fast Fashion Brands’ Communication and Marketing Strategies
dc.creator.none.fl_str_mv Crespo Pereira, Verónica
Sánchez Amboage, Eva
Membiela Pollán, Matías Enrique
Crespo Pereira, Verónica
Sánchez Amboage, Eva
Membiela Pollán, Matías Enrique
author Crespo Pereira, Verónica
author_facet Crespo Pereira, Verónica
Sánchez Amboage, Eva
Membiela Pollán, Matías Enrique
author_role author
author2 Sánchez Amboage, Eva
Membiela Pollán, Matías Enrique
author2_role author
author
dc.subject.none.fl_str_mv Comunicación
marketing
moda
COVID-19
crisis
estrategia
Communication
marketing
fashion
strategy
COVID-19
crisis
topic Comunicación
marketing
moda
COVID-19
crisis
estrategia
Communication
marketing
fashion
strategy
COVID-19
crisis
description 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.
publishDate 2022
dc.date.none.fl_str_mv 2022-06-24
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://revistas.uasb.edu.ec/index.php/uru/article/view/3470
10.32719/26312514.2022.5.9
url https://revistas.uasb.edu.ec/index.php/uru/article/view/3470
identifier_str_mv 10.32719/26312514.2022.5.9
dc.language.none.fl_str_mv spa
language spa
dc.relation.none.fl_str_mv https://revistas.uasb.edu.ec/index.php/uru/article/view/3470/3336
https://revistas.uasb.edu.ec/index.php/uru/article/view/3470/4373
dc.rights.none.fl_str_mv https://revistas.uasb.edu.ec/index.php/uru/about#4
info:eu-repo/semantics/openAccess
rights_invalid_str_mv https://revistas.uasb.edu.ec/index.php/uru/about#4
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
text/html
dc.publisher.none.fl_str_mv Universidad Andina Simón Bolívar, Sede Ecuador
publisher.none.fl_str_mv Universidad Andina Simón Bolívar, Sede Ecuador
dc.source.none.fl_str_mv Uru: Revista de Comunicación y Cultura; No. 5 (2022): Production and Consumption of Movies and Series on Streaming Platforms; 123-134
Uru: Revista de Comunicación y Cultura; Núm. 5 (2022): Producción y consumo de cine y series en plataformas de streaming; 123-134
2631-2514
reponame:Revista de Comunicación y Cultura
instname:Universidad Andina Simón Bolivar
instacron:UASB
instname_str Universidad Andina Simón Bolivar
instacron_str UASB
institution UASB
reponame_str Revista de Comunicación y Cultura
collection Revista de Comunicación y Cultura
repository.name.fl_str_mv Revista de Comunicación y Cultura - Universidad Andina Simón Bolivar
repository.mail.fl_str_mv
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score 14.717255

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