Concha Pérez Curiel

El marketing de influencia en moda. Estudio del nuevo modelo de consumo en Instagram de los millennials universitarios

La revolucion digital ha generado un cambio social en el consumo de Moda. En un mercado global, con un consumidor mas exigente e informado y niveles de competencia maxima, las marcas estan obligadas a usar todos los recursos a su alcance para mantenerse y crecer. Surge entonces un doble reto para las empresas. Por un lado, aprovechar la asequibilidad, accesibilidad y cercania de la red para influir en las decisiones de compra de una nueva generacion, los millennials. Por otro lado, enfrentarse a un nuevo consumidor, generalmente mas informado y esceptico, que acude a la opinion de consumidores anonimos para compartir su experiencia de compra. Conocer las principales estrategias de marketing digital en el ambito de las empresas de moda, descubrir quienes son los influencers y marcas mas seguidos por los jovenes universitarios y analizar los procesos de interaccion ( engagement ), el tipo de comentarios y los servicios mas valorados por estos usuarios en Instagram, son objetivos de la investigacion. A partir de una metodologia centrada en el analisis de contenido y la encuesta se consiguen resultados que confirman las hipotesis iniciales: los influencers son ejes de atraccion para el perfil millennial de los jovenes universitarios objeto de estudio, y se demuestra que sus comentarios se relacionan mas con la imagen fisica de los influencers que con el producto promocionado por las marcas.

Sustainability and luxury : the ecological intelligence in the aspirational dimension of luxury

Since time immemorial Luxury has revealed itself as a step beyond in the necessity of clothing. We can verify the interrelation between Human Being and Nature in clothing as well as in accessories. Luxury is distinguished by incorporating hard to find raw materials (in this case, a valued metal like it is gold), laboured with high quality craftsmanship that add value to the objects. Today there is a process of change in the aspirational values intrinsic to luxury in Fashion. It is a challenge to know the possibilities of production from new raw materials with the latest technology that, without attacking the natural space, allow demonstrating that natural luxury is possible. Luxury incorporates the element of distinction of certain members of society (religious and political power) that makes them stand out from the rest of the group, who meanwhile desired that high social status. In this way, the aspirational element of Luxury arose.

Fashion and Communication Training for A Quality Information

Our research group Media Studio for quality journalism by the excellence project “Quality Journalism to new digital journalistic formats” has rescued a tool to measure the quality of the contents and to analyze treatment of specialized contents. The overall project objective is to find out what are the parameters that determine how journalistic work can be considered of quality. Furthermore, it will be necessary to establish the relationship between journalistic quality and profile of the profession and if that quality should be or not linked to the professional figure. We consider that the method value added journalistic developed at the Catholic University of Chile and Argentina is a real find for an objective assessment of quality journalism. This methodology evaluates the newspaper articles, focusing on two stages: the selection of the news (Gatekeeping) and the process of creating it (News making), based on the application analysis sheet. The second stage of the project will be to study the formation of specialized journalists in different national and international universities. The method assigned to each research is the analysis of content and interviews with specialized sources, respectively. After making both investigations we will notice if it exists an equivalence relation between quantity and quality of published information on fashion at the national and international media and the professional profile that configures the information. The comparative analysis shows on the one hand that quantity does not equal quality of information. Moreover, it is important to see what is the relationship between the training provided by prestigious universities and the quality of the articles published on the media. Is now a reality the media need to have specialized fashion journalists because is increasing the fashion information. Until now, it was limited to magazines and special supplements with a high level of technical language.

Expertos en comunicación y moda. Calidad profesional en tiempos de crisis

espanolEn el ambito de la informacion periodistica especializada, la moda ocupa un espacio cada vez mas protagonista. La demanda de los futuros profesionales de los medios requiere conocimiento, profundizacion y practica para contrarrestar la presencia de fuentes interesadas e intrusas, que anulan el papel del Fashion Journalist. La presente investigacion se plantea aspectos como la ausencia de formacion universitaria de periodistas especializados en moda, la falta de calidad en los textos periodisticos, asi como las perspectivas empresariales y laborales en el sector de la comunicacion y la moda. El analisis de contenido, basado en la herramienta VAP (Valor Anadido Periodistico) que mide la calidad informativa junto con la realizacion de entrevistas personales dirigidas a fuentes especializadas en moda, compone el corpus metodologico de la investigacion. EnglishIn the area of specialized news reporting, fashion occupies an increasingly role. The demand of the next media professional requires knowledge, deepening and practice to offset the presence of interested and intruder sources, which annul the role of the Fashion Journalist. This investigation is based on aspects like the lack of fashion specialized journalists formation, the lack of quality inside the journalistic texts and also the perspectives of new companies and work inside the Fashion Communication sector. The content analysis based on the VAP Tool (Value Added Journalism) that measures the quality of the information and also the making of personal interviews directed to specialized fashion sources that composes the methodological corpus of the investigation.