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FASHION-BLOG ANALYTICS: IDENTIFYING THE INFLUENTIALS
Patricia SanMiguel,Teresa S?daba,Pedro Mir 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07
Purpose - The aim of this study is to analyze fashion bloggers, in order to discover their characteristics and their influence. Thanks to the Internet, they are able to have a global presence, to reach a massive market and they have become a new communication channel for brands. Fashion bloggers are a new phenomenon with a higher perspective to represent the new influentials. Design/methodology/approach – First an online questionnaire was designed focused on the three key attributes of an influential, a sample of 253 bloggers was obtained. Secondly, we studied 40 most important Spanish blogs, quantitative study was conducted by looking at one of the most important parameters for the influence that is interaction in the blog and social networks. Findings – Findings show de profile of influential fashion blogger: personal characteristics, knowledge criteria and social factors. It also shows that they are very little blogs that really can have a great influence or at least a daily influence. Research limitation/implication - Future studies may deepen the impact of fashion bloggers at the time of purchase quantifying a company's sales through communication campaigns supported in fashion blogs Practical implications – The study help fashion companies to indentify influential fashion blogger in order to do successful strategies and communication campaigns in fashion companies. Originality/value – The study not only confirms previous findings regarding bloggers and the importance for prescription, but it also expands the description of this key actors and how to find them.
Fashion brands in the metaverse: Achievements from a marketing perspective
SanMiguel Patricia,Sádaba Teresa,Sayeed Narmin 한국마케팅과학회 2024 Journal of Global Fashion Marketing Vol.15 No.3
Since the early developments of Web3 and the Metaverse, the fashion industry has been actively launching initiatives, especially through gamification, Non-Fungible Tokens (NFTs) and shopping experience. Up until now the academic literature relating to the implications for fashion brands in a digital fashion marketing context has been scarce. Through a systematic content analysis of 235 articles published between 2021 and 2023 in Vogue Business and The Business of Fashion, this research has focused on the main brands and uses of the Metaverse, as well as their real applications. Through a thorough analysis, this research reveals that the most active fashion sub-industries on the Metaverse are those relating to luxury, sportswear and beauty, with Nike, Gucci and Hermès emerging as the leading brands. Furthermore, when it comes to fashion and the Metaverse, the most popular topics relate to NFTs and gamification, to the point that they are used as synonyms of the Metaverse. This practice creates confusion, not only in terms of the meaning of the term “metaverse”, but also regarding its implications for fashion brands. Finally, the study identifies issues that demand further analysis in subsequent academic research regarding the notion of falsity and the Metaverse.
FASHION BRANDS IN THE METAVERSE: BRAND MARKETING AND CONSUMER ENGAGEMENT INITIATIVES
Patricia SanMiguel,Narmin Sayeed,Teresa S?daba 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Fashion companies develop initiatives in the Metaverse, especially through Gamification, Non-Fungible Tokens or Shopping experience. Through a Systematic Literature Review in Metaverse and Fashion Communication and Systematic Content analysis in Vogue Business and The Business of Fashion we highlight the best actions in the metaverse and their future application.
Patricia SanMiguel,Teresa Sádaba 한국마케팅과학회 2018 Journal of Global Fashion Marketing Vol.9 No.1
The growing interest in fashion bloggers within the fi eld of fashion is generating diff erent kinds of research under the headings of communication and consumer behavior. However, one of the key issues within fashion, such as infl uence, has not been researched in any great depth so far. This paper seeks to shed some light on this matter and poses the question as to just how many fashion bloggers can really be considered infl uential. Through an analysis of the characteristics of what has been considered “infl uential” within the fi eld of research, and based on a research project that focuses on Spanish bloggers, we can discover which bloggers are infl uential, what the attributes are that defi ne them, and how we can locate them.
FASHION LUXURY E-COMMERCE ONLINE SHOPPING EXPERIENCE: A QUALITATIVE ANALYSIS
Patricia SanMiguel,Cristina S?nchez-Blanco,Marta Torregrosa,Jorge del R?o 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Offering a good shopping experience on the web is key for fashion luxury brands. However, it is not a field much analyzed by researchers. This research presents a systematic analysis of the usability of the web and its content in more than 60 fashion luxury e-commerce.
Sádaba Teresa,Azpurgua Carmen,Bernal Pedro Mir,SanMiguel Patricia 한국마케팅과학회 2023 Journal of Global Fashion Marketing Vol.14 No.4
Fashion has showed a double face in its relationship with women and power. According with some feminist frameworks, fashion was something women need to release in a male-dominated structure. A new wave of authors claims for a power dressing approach, where fashion is a tool to define the new role of women in society. The study here contributes to this debate through the analysis of fash- ion in TV series. Representation of women in television series is feeding the women position in society and has already generated an interesting academic corpus. Analyzing power dressing ele- ments in 130 fashion looks of 3 women boss characters (Claire Underwood in House of Cards, Sylvie Grateau in Emily in Paris and Jessica Pearson in Suits), a new stereotype of women is recognized. The study includes a qualitative analysis to understand the context of fashion functions in those series. The analysis concludes with three main uses of fashion in dramedy series: fashion to develop powerful characters; fashion to generate engagement with the audience; and fashion as a commercial tool. The study shows how fashion has become a key element for successful television series.