Use of video marketing in times of Covid19: strategies of the fashion sector
The consolidation of platforms with the capacity to develop video content has significantly boosted the way fashion brands develop their communication strategies. This article aims to expand the knowledge of digital content strategies carried out by fashion brands, seeking to identify three main asp...
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| Autores principales: | , |
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| Formato: | Online |
| Lenguaje: | spa |
| Publicado: |
Universida de Sonora
2021
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| Acceso en línea: | https://invurnus.unison.mx/index.php/INVURNUS/article/view/36 |
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| Sumario: | The consolidation of platforms with the capacity to develop video content has significantly boosted the way fashion brands develop their communication strategies. This article aims to expand the knowledge of digital content strategies carried out by fashion brands, seeking to identify three main aspects: the most popular digital platforms brands use for video marketing according to their positioning category, what trends in video content have emerged during the Covid19 pandemic and what differences in types of videos and messages brands seek to transmit in the content of their videos. For this purpose, this study uses a content analysis applied to the social networks of four fashion brands positioned in the categories of luxury and accessible fashion during the period of the Covid19 pandemic lockdown. The article depicts that brand content in video format is still lower when compared to the use of text and image formats published on online platforms, and discusses the main differences in the video marketing techniques adopted and the main innovations in brand responses. |
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