Reinventando la comunicación en la industria de la moda durante la pandemia COVID-19el caso LOEWE

  1. Jing Zhou
  2. Jun Tan
  3. Paloma Díaz Soloaga 1
  1. 1 Universidad Complutense de Madrid (España)
Journal:
aDResearch: Revista Internacional de Investigación en Comunicación

ISSN: 1889-7304

Year of publication: 2022

Issue Title: Monográfico Especial,Comunicación, empresas y sociedad

Issue: 27

Pages: 8-34

Type: Article

DOI: 10.7263/ADRESIC-27-195 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: aDResearch: Revista Internacional de Investigación en Comunicación

Abstract

Purpose:The crisis generated by the Covid-19 pandemic has put the response capacity of the fashion industry to the test. However, Loewe managed to increase its sales and became the only Spanish brand that increased its brand value. This growth is largely due to the reinvention of the use of communication tools and the change in the orientation of its audiovisual strategy. The main purpose of this research is to study the strategies used by the brand in its effort to reinvent itself during the pandemic. Design/Methodology/Approach:It was decided to use a quantitative, descriptive method-ology for a first approach to the brand, and it was completed with some qualitative examples to illustrate the conclusions. We selected the publications on social networks between January 2019 and January 2021 to do the research. Results: Even after suffering the impact of COVID-19, Loewe knows how to use this crisis to reinvent itself and continue to be at the forefront of the fashion industry, using social networks to co-create brands with users. The article concludes with the proposal of a theoretical model that illustrates the new way of creating value for luxury fashion brands. Limitations:This research is limited to analysing the data of just a single year, which is not enough to accurately see the results of the reinvention process initiated by Jonathan Anderson. The study lacks the analysis of consumer feedback in digital settings. Originally/Contribution:The work has great originality in the investigation of the fashion brand strategy in the Covid-19 crisis

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Data source: Dialnet