Fashion in Actions on Social Media – Spanish SME Fashion Brands Case Studies

Ananda, Artha Sejati and Hernández García, Ángel and Lamberti, Lucio (2015). Fashion in Actions on Social Media – Spanish SME Fashion Brands Case Studies. In: "2nd European Conference on Social Media ECSM 2015", 9-10 July 2015, Porto, Portugal. ISBN 978-1-910810-31-6. pp. 488-497.

Description

Title: Fashion in Actions on Social Media – Spanish SME Fashion Brands Case Studies
Author/s:
  • Ananda, Artha Sejati
  • Hernández García, Ángel
  • Lamberti, Lucio
Item Type: Presentation at Congress or Conference (Article)
Event Title: 2nd European Conference on Social Media ECSM 2015
Event Dates: 9-10 July 2015
Event Location: Porto, Portugal
Title of Book: Proceedings of the 2nd European Conference on Social Media ECSM 2015
Date: 2015
ISBN: 978-1-910810-31-6
Subjects:
Freetext Keywords: social media marketing strategy, social media marketing activities, social media marketing action, SME fashion
Faculty: E.T.S.I. Industriales (UPM)
Department: Ingeniería de Organización, Administración de Empresas y Estadística
Creative Commons Licenses: Recognition - No derivative works - Non commercial

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Abstract

Fashion is one of the most vibrant sectors in Europe and important contributors to the European Union (EU) economy. In particular, Small and Medium Enterprises (SMEs) play a major part in European fashion industry (EU 2012). Just like fashion, where people¿s style has inherently meant to be shared as it is foremost a representation of one¿s self-image, social media allow the reflection of ones' personality and emotions. Although fashion practitioners have embraced social media in their marketing activities, it is still relatively few known at an academic level about the specificities of fashion industry when approaching social media marketing (SMM) strategies. This study sets out to explore fashion companies' SMM strategy and its activities. From an exploratory approach, we present case studies of two Spanish SME fashion companies, anonymously named hereafter as Company A and Company B, to deepen our understanding on how fashion brands implement their SMM strategy. Company A offers high-end fashion products while Company B produces medium fashion products. We analyzed the case studies using qualitative (interviews to companies' executives) and a mix of qualitative and quantitative (content analysis of companies' social media platform) methods. Public posts data of both companies' Facebook brand pages were used to perform the content analysis. Our findings through case studies of the two companies reveal that branding-oriented strategic objectives are the main drivers of their SMM implementations. There are significant differences between both companies. The main strategic action employed by Company A is engaging customers to participate into brand's offline social gathering events by inviting them through social media platform, while Company B focuses its effort on posting product promotion related contents and engaging influencers such as fashion bloggers. Our results are expected to serve as a basis of further investigations on how SMM strategy and strategic actions implemented by fashion brands may influence marketing outcomes.

Funding Projects

TypeCodeAcronymLeaderTitle
FP7UnspecifiedEDIMUnspecifiedEuropean Doctorate in Industrial Management

More information

Item ID: 37669
DC Identifier: http://oa.upm.es/37669/
OAI Identifier: oai:oa.upm.es:37669
Official URL: http://academic-conferences.org/ecsm/ecsm2015/ecsm15-home.htm
Deposited by: Memoria Investigacion
Deposited on: 09 Sep 2015 14:56
Last Modified: 09 Sep 2015 14:56
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