Publicación:

Estrategias de comunicación en el marketing de la moda. Análisis sistemático de literatura

Resumen

The current subject of investigation started with the objective of identifying the strategies of communication and marketing proposals of fashion brands. It is to say the need of confronting and overcoming the biggest and most successful fashion brands. Consequently to propose and develop a documented analysis showing the different reference works, thesis and books, relative to the subject at hand with the goal of understanding the relation fashion and communication, and the different strategies implemented and used by the design companies and fashion brands. Throughout a systemic analysis of literature wherein you apply fifty sources to express the answer to the stated problem. At the same time the issue was elaborated and clarified by the use of numerous web pages which provided concrete analysis of all the different concepts found in (books, articles, published thesis, etc.) to provide a resolution to the aforementioned question. These documents provide clear and concrete understanding of the importance and the impact of fashion regarding the tools used in marketing and communication. The subject was chosen for its complexity; attention is also drawn because it is not understood by so many people. We discuss fashion as it relates to communication and marketing, also we use multiple searches for strategies of communication implemented by the industry, both design brands and fashion companies.