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2021 | OriginalPaper | Buchkapitel

Advertising Format Evolution in Fashion Brands’ Communication: Contagious Case Study 2010–2020

verfasst von : Cristina Sánchez-Blanco, Jorge del Río Pérez, Marta Torregrosa, Elena Luisa Sanjurjo

Erschienen in: Fashion Communication

Verlag: Springer International Publishing

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Abstract

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.

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Titel: Advertising Format Evolution in Fashion Brands’ Communication: Contagious Case Study 2010–2020
verfasst von: Cristina Sánchez-Blanco
Jorge del Río Pérez
Marta Torregrosa
Elena Luisa Sanjurjo
Verlag: Springer International Publishing
Buch: Fashion Communication
Print ISBN: 978-3-030-81320-8

Electronic ISBN: 978-3-030-81321-5

Copyright-Jahr: 2021
DOI: https://doi.org/10.1007/978-3-030-81321-5_9