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

Cristina Sánchez-Blanco (), Jorge del Río Pérez (), Marta Torregrosa () and Elena Luisa Sanjurjo ()
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Cristina Sánchez-Blanco: School of Communication, Universidad de Navarra
Jorge del Río Pérez: School of Communication, Universidad de Navarra
Marta Torregrosa: School of Communication, Universidad de Navarra
Elena Luisa Sanjurjo: School of Economics, Universidad de Navarra

A chapter in Fashion Communication, 2021, pp 103-115 from Springer

Abstract: 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.

Keywords: Fashion brands; Cross-media communication; Advertising formats (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-81321-5_9

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DOI: 10.1007/978-3-030-81321-5_9

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