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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2021
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oai:ojs2.127.0.0.1:article-362021-12-27T13:54:16Z Use of video marketing in times of Covid19: strategies of the fashion sector Uso del videomarketing en tiempos de la Covid19: estrategias del sector de la moda Torre Reverte, Berta Girotto, Michele Videomarketing Branded content Marketing digital Fashion brands Comunicación publicitaria Video marketing Branded content Digital marketing Fashion brands Advertising communication 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. La consolidación de plataformas con capacidad para desarrollo de contenidos de video ha impulsado de manera significativa la manera cómo las marcas de moda trabajan sus estrategias de comunicación. Este artículo tiene el objetivo de profundizar en el conocimiento de las estrategias de contenido digital desarrollado por las marcas de moda, buscando identificar tres aspectos principales: las plataformas digitales más populares donde las marcas emplean videomarketing, según la categoría de su posicionamiento; qué diferencias existen en tipologías de videos y mensajes; y qué tendencias de contenidos de videos han surgido durante la pandemia de la Covid19. Para esta finalidad, este estudio emplea un análisis de contenido aplicado a las redes sociales de cuatro marcas de moda posicionadas en las categorías de lujo y de moda accesible durante el periodo de confinamiento provocado por la pandemia de la Covid19. El artículo pone en evidencia que los contenidos de marca en formato de vídeo son menos utilizados en comparación con los formatos de texto e imágenes publicados en plataformas online, y discute las principales diferencias en las técnicas de videomarketing utilizadas y las más importantes innovaciones en las respuestas de las marcas. Universida de Sonora 2021-12-27 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf https://invurnus.unison.mx/index.php/INVURNUS/article/view/36 10.46588/invurnus.v16i1.36 INVURNUS; Vol. 16 Núm. 1 (2021): Vol. 16 No. 1 (Enero-Diciembre) 2021 2007-6185 2007-5421 spa https://invurnus.unison.mx/index.php/INVURNUS/article/view/36/43 Derechos de autor 2021 https://creativecommons.org/licenses/by-nc/4.0 |
| institution |
Invurnus |
| collection |
OJS |
| language |
spa |
| format |
Online |
| author |
Torre Reverte, Berta Girotto, Michele |
| spellingShingle |
Torre Reverte, Berta Girotto, Michele Use of video marketing in times of Covid19: strategies of the fashion sector |
| author_facet |
Torre Reverte, Berta Girotto, Michele |
| author_sort |
Torre Reverte, Berta |
| title |
Use of video marketing in times of Covid19: strategies of the fashion sector |
| title_short |
Use of video marketing in times of Covid19: strategies of the fashion sector |
| title_full |
Use of video marketing in times of Covid19: strategies of the fashion sector |
| title_fullStr |
Use of video marketing in times of Covid19: strategies of the fashion sector |
| title_full_unstemmed |
Use of video marketing in times of Covid19: strategies of the fashion sector |
| title_sort |
use of video marketing in times of covid19: strategies of the fashion sector |
| description |
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. |
| publisher |
Universida de Sonora |
| publishDate |
2021 |
| url |
https://invurnus.unison.mx/index.php/INVURNUS/article/view/36 |
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