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Published in:
2023 | OriginalPaper | Chapter
Case Study of the Influence of Fashion Trends on Brands from Different Sectors: Fashion and Wine on Social Network Instagram
Authors : Ana Maria Pais Soares, Maria José Araújo Marques Abreu
Published in: Advances in Fashion and Design Research
Publisher: Springer International Publishing
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Abstract
Fashion trends, a concept recognized as worldwide interest, linked to the world of fashion. Is it possible to apply this concept in the wine sector? Nowadays social networks are one of the platforms where e-commerce and product advertising is strongly present, from fashion brands to wine brands. Through a case study of four brands: Zara, Versace, Casal Garcia and Louis Roederer (two belong to fashion sector and two belong to wine sector, respectively), the goal of this study is to identify how they behave digitally on the social network Instagram, understand how they present their products by directly comparing: target audiences, concepts, colors, patterns, expressions and elements. A timeline common to the four brands was selected where the trend chosen for the comparison is active on social networks with the same social and economic age. With this study we can prove that the wine brands studied, Casal Garcia and Louis Roederer are influenced by fashion trends.