El consumo político de moda: Buycott y slow fashion en Instagram

Bellido-Pérez, Elena

doi:10.1387/zer.20551

Cited by 6 publications

(6 citation statements)

References 32 publications

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“…However, everyone points out that the viability of these brands is very difficult [16,17,41] in competition with low-cost fast fashion, and that is why the solution may be to introduce the discourse of sustainability into all fashion production little by little [16,[18][19][20][21]. In this sense, digital communication is confirmed as essential by allowing fashion brands to get closer to their consumers, and in the case of slow fashion brands, at a low cost also raising awareness of the environmental and CSR issue [1,2,4,9,14,15]. For now, as we have seen, brands do not have a common digital strategy, and there is a lot of room for improvement to achieve greater engagement [11][12][13]18,19,22,41].…”

Section: Discussionmentioning

confidence: 99%

“…Thus, the main discourse is ethical and moral, related to authenticity, not fashion. This points out [14] that minimalism and the presence of nature in the images are combined with sustainability. According to [15], slow fashion brands typically publish only a dozen posts per month, which usually focus on manufacturing processes, materials, and CSR (such as donations, effects on the environment, and talks).…”

Section: Introductionmentioning

confidence: 86%

“…It is necessary to be well versed in the Internet business and understand the problems that networks generate, such as the vampire effect of influencers [11][12][13]. Or, as pointed out by [14] about slow fashion on Instagram, the fact is that environmental and social issues (such as feminism) are more prevalent in the communication of these accounts than fashion. Thus, the main discourse is ethical and moral, related to authenticity, not fashion.…”

Section: Introductionmentioning

confidence: 99%

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Slow Fashion as a Communication Strategy of Fashion Brands on Instagram

Molpeceres

Zarauza-Castro²,

Curiel

et al. 2022

Sustainability

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The objective of this research is to study the reasons for the growing impact of sustainable slow fashion brands in the fashion industry and, in particular, how they manage their communication and which digital strategies they employ. We applied a mixed research methodology: a comparative content analysis of qualitative and quantitative indicators, as well as in-depth interviews with 10 professionals and experts in fashion and digital communication, with the aim of contrasting their opinions with the results of the study. The five sustainable fashion brands (YosoLOVEamor, LIFEGIST, ECOALF, Alohas, and ECOOLOGY) chosen are distinguished by the fact that they base their business projects on social and environmental responsibility, and their Instagram accounts were studied over a period. This paper demonstrates the social interest in and concern for sustainability, ethics, and corporate social responsibility in the fashion industry. Additionally, it is evident that slow fashion brands need to have a good online strategy, as it is the future of fashion. No greenwashing was found, but sustainable fashion is a controversial issue with no regulation and a short history, so it has to develop.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 86%

Section: Introductionmentioning

confidence: 99%

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Slow Fashion as a Communication Strategy of Fashion Brands on Instagram

Molpeceres

Zarauza-Castro²,

Curiel

et al. 2022

Sustainability

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“…However, there are very few studies examining how fashion brands communicate their CSR sustainability policies to the public. Bellido‐Pérez (2019) studies the relationship between responsible fashion, production, consumer activism, and communication. Martín‐López (2019) analyzes the communications of certain fashion brands in Italy and Spain, finding that Zara and Mango, among other fast fashion brands, have begun releasing collections perceived as environmentally friendly in support of sustainability.…”

Section: Literature Reviewmentioning

confidence: 99%

Fashion industry's environmental policy: Social media and corporate website as vehicles for communicating corporate social responsibility

Quiles-Soler

Martínez‐Sala

Monserrat‐Gauchi

2022

Corp Soc Responsibility Env

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Society requires companies to adopt ethical and responsible behavior with regard to environmental policies in order to achieve sustainable development. One of the most controversial sectors in terms of sustainable production is the fashion industry. This study analyzes the extent to which seven of the biggest fashion brands in Spain and around the world communicate their Corporate Social Responsibility (CSR) policies (specifically, those related to sustainability). To this end, we identify the social media platforms used the most by the target audiences for these brands, and apply an exploratory, descriptive methodology to a content analysis of communication about their CSR policies, both formal (corporate websites) and informal (social media). The objective is to identify whether these companies communicate their sustainable activities and practices in the context of their CSR. Our findings confirm that the brands analyzed have integrated sustainability and environmental protection initiatives into their CSR policies. However, although they do communicate this on their corporate websites, they rarely do so on social media. We thus conclude that the seven fashion brands analyzed could make better use of social media to raise awareness and educate customers about environmental sustainability.

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“…Dari Hal yang menarik adalah produk dari Pyukanau ini termasuk ke dalam slow fashion. Slow fashion adalah tentang merancang, dan memproduksi fashion tidak berdasarkan waktu tetapi berdasarkan kualitas (Bellido-Pérez, 2019). Pyukanau Official merupakan Produk yang dirancang khusus dengan model yang unik dan limited edition.…”

Section: Tabel 2 Industri Fesyen Kota Bandungunclassified

Pengaruh Social Media dan Event Marketing terhadap Minat Beli di Pyukanau Official

Firdailla

Haerani

2021

Ltrts

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Tujuan penelitian ini untuk mengetahui pengaruh dari Social Media serta Event Marketing terhadap Minat Beli produk fashion. Metode yang dipakai kuantitatif, korelasi mencari hubungan antara variabel. Pada penelitian ini populasinya adalah followers Instagram Pyukanau Official yang berjumlah 544 dengan menggunakan rumus Slovin diperlukan 100 orang responden. Pengambilan sampel menggunakan teknik purposive probability sampling dengan menyebar angket melalui Google Form. Hasil dari pengujian menggunakan IBM SPSS Statistics version 26.0 adalah nilai R 0,867 dan koefisien R2 0,752 atau 75,2%. Social media berpengaruh terhadap minat beli dengan nilai t hitung 4,697 > t tabel 1,984, event marketing berpengaruh terhadap minat beli dengan nilai t hitung 5,824 > t tabel 1,984, dan secara simultan antara sosial media (X1), event marketing (X2), terdapat pengaruh positif yang signifikan terhadap minat beli (Y) di Pyukanau Official dengan nilai Sig 0,000b (p < 0,05).

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El consumo político de moda: Buycott y slow fashion en Instagram

Cited by 6 publications

References 32 publications

Slow Fashion as a Communication Strategy of Fashion Brands on Instagram

Slow Fashion as a Communication Strategy of Fashion Brands on Instagram

Fashion industry's environmental policy: Social media and corporate website as vehicles for communicating corporate social responsibility

Pengaruh Social Media dan Event Marketing terhadap Minat Beli di Pyukanau Official

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