Fashion communication in times of pandemic: how fashion brands built a discourse in digital media

Detalhes bibliográficos
Autor(a) principal: Rios, Marina Pereira
Data de Publicação: 2022
Outros Autores: Freitas, Silvia Helena Belmino
Tipo de documento: Artigo
Idioma: por
Título da fonte: ModaPalavra e-periódico
Texto Completo: https://www.revistas.udesc.br/index.php/modapalavra/article/view/20120
Resumo: The year 2020 was marked by the scenario of the Covid-19 pandemic, a virus that caused many deaths among the world population and transformed the way of interaction and social relationships in the world. The fashion industry is responsible for a significant portion of world consumption, being consequently affected by this context. The study aimed to analyze the content presented by companies Riachuelo (fast fashion production model) and Flávia Aranha (slow fashion production model) on their website and social network Instagram, from March to May 2020, to understand which strategies were used and how companies positioned themselves in digital media during this clipping of the pandemic. The results indicated some similar perspectives and some differences in the focus of the companies' content on this topic. Riachuelo and Flávia Aranha, in addition to creating content in their online media, also carried out social and advertising actions and created products/services that suited this period.
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spelling Fashion communication in times of pandemic: how fashion brands built a discourse in digital mediaComunicación de moda en tiempos de pandemia: cómo las marcas de moda construyeron un discurso en los medios digitalesComunicação de moda em tempos de pandemia: conteúdos de empresas fast fashion e slow fashion em mídias digitaisComunicación digital en 2020Moda rápidaModa lentaDigital communication in 2020Fast fashionSlow fashionComunicação digital em 2020Fast fashionSlow fashionThe year 2020 was marked by the scenario of the Covid-19 pandemic, a virus that caused many deaths among the world population and transformed the way of interaction and social relationships in the world. The fashion industry is responsible for a significant portion of world consumption, being consequently affected by this context. The study aimed to analyze the content presented by companies Riachuelo (fast fashion production model) and Flávia Aranha (slow fashion production model) on their website and social network Instagram, from March to May 2020, to understand which strategies were used and how companies positioned themselves in digital media during this clipping of the pandemic. The results indicated some similar perspectives and some differences in the focus of the companies' content on this topic. Riachuelo and Flávia Aranha, in addition to creating content in their online media, also carried out social and advertising actions and created products/services that suited this period.El año 2020 estuvo marcado por el escenario de la pandemia del Covid-19, virus que causó muchas muertes entre la población mundial y transformó la forma de interacción y relación social en el mundo. La industria de la moda es responsable de una parte importante del consumo mundial, viéndose consecuentemente afectada por este contexto. El estudio tuvo como objetivo analizar el contenido presentado por las empresas Riachuelo (modelo de producción de moda rápida) y Flávia Aranha (modelo de producción de moda lenta) en su sitio web y en la red social Instagram, de marzo a mayo de 2020, para comprender qué estrategias fueron utilizadas y cómo las empresas se posicionaron en medios digitales durante este recorte de la pandemia. Los resultados indicaron algunas perspectivas similares y algunas diferencias en el enfoque del contenido de las empresas sobre este tema. Riachuelo y Flávia Aranha, además de crear contenidos en sus medios online, también realizaron acciones sociales y publicitarias y crearon productos/servicios adecuados a este período.O ano de 2020 foi marcado pelo cenário da pandemia da Covid-19, um vírus que causou muitas mortes entre a população mundial e transformou o modo de interação e relacionamento social no mundo. A indústria da moda é responsável por uma significativa parcela do consumo mundial, sendo consequentemente afetada por esse contexto. Este estudo teve como objetivo analisar os conteúdos do site e rede social Instagram das empresas Riachuelo (modelo fast fashion de produção) e Flávia Aranha (modelo slow fashion de produção), no período de março a maio de 2020, para compreender quais estratégias foram utilizadas e como as empresas se posicionaram nas mídias digitais durante a pandemia. Os resultados indicaram similaridades em termos de comunicação e algumas diferenças no foco do conteúdo das empresas sobre essa temática. A Riachuelo e a Flávia Aranha, além da criação de conteúdos nas suas mídias online, realizaram ações sociais, publicitárias e a criação de produtos/serviços que se adequavam a esse período.Universidade do Estado de Santa Catarina2022-04-18info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistas.udesc.br/index.php/modapalavra/article/view/2012010.5965/1982615x15362022061ModaPalavra e-periódico; Vol. 15 No. 36 (2022): Variata ; 61-85ModaPalavra e-periódico; Vol. 15 Núm. 36 (2022): Variata ; 61-85 Modapalavra e-periódico; v. 15 n. 36 (2022): Variata ; 61-851982-615X10.5965/1982615x15362022reponame:ModaPalavra e-periódicoinstname:Universidade do Estado de Santa Catarina (UDESC)instacron:UDESCporhttps://www.revistas.udesc.br/index.php/modapalavra/article/view/20120/14203Copyright (c) 2022 Marina Pereira Rios, Silvia Helena Belmino Freitashttp://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessRios, Marina Pereira Freitas, Silvia Helena Belmino2022-07-18T12:40:58Zoai:ojs.revistas.udesc.br:article/20120Revistahttps://www.revistas.udesc.br/index.php/modapalavraPUBhttps://www.revistas.udesc.br/index.php/modapalavra/oai||modapalavra@gmail.com1982-615X1982-615Xopendoar:2022-07-18T12:40:58ModaPalavra e-periódico - Universidade do Estado de Santa Catarina (UDESC)false
dc.title.none.fl_str_mv Fashion communication in times of pandemic: how fashion brands built a discourse in digital media
Comunicación de moda en tiempos de pandemia: cómo las marcas de moda construyeron un discurso en los medios digitales
Comunicação de moda em tempos de pandemia: conteúdos de empresas fast fashion e slow fashion em mídias digitais
title Fashion communication in times of pandemic: how fashion brands built a discourse in digital media
spellingShingle Fashion communication in times of pandemic: how fashion brands built a discourse in digital media
Rios, Marina Pereira
Comunicación digital en 2020
Moda rápida
Moda lenta
Digital communication in 2020
Fast fashion
Slow fashion
Comunicação digital em 2020
Fast fashion
Slow fashion
title_short Fashion communication in times of pandemic: how fashion brands built a discourse in digital media
title_full Fashion communication in times of pandemic: how fashion brands built a discourse in digital media
title_fullStr Fashion communication in times of pandemic: how fashion brands built a discourse in digital media
title_full_unstemmed Fashion communication in times of pandemic: how fashion brands built a discourse in digital media
title_sort Fashion communication in times of pandemic: how fashion brands built a discourse in digital media
author Rios, Marina Pereira
author_facet Rios, Marina Pereira
Freitas, Silvia Helena Belmino
author_role author
author2 Freitas, Silvia Helena Belmino
author2_role author
dc.contributor.author.fl_str_mv Rios, Marina Pereira
Freitas, Silvia Helena Belmino
dc.subject.por.fl_str_mv Comunicación digital en 2020
Moda rápida
Moda lenta
Digital communication in 2020
Fast fashion
Slow fashion
Comunicação digital em 2020
Fast fashion
Slow fashion
topic Comunicación digital en 2020
Moda rápida
Moda lenta
Digital communication in 2020
Fast fashion
Slow fashion
Comunicação digital em 2020
Fast fashion
Slow fashion
description The year 2020 was marked by the scenario of the Covid-19 pandemic, a virus that caused many deaths among the world population and transformed the way of interaction and social relationships in the world. The fashion industry is responsible for a significant portion of world consumption, being consequently affected by this context. The study aimed to analyze the content presented by companies Riachuelo (fast fashion production model) and Flávia Aranha (slow fashion production model) on their website and social network Instagram, from March to May 2020, to understand which strategies were used and how companies positioned themselves in digital media during this clipping of the pandemic. The results indicated some similar perspectives and some differences in the focus of the companies' content on this topic. Riachuelo and Flávia Aranha, in addition to creating content in their online media, also carried out social and advertising actions and created products/services that suited this period.
publishDate 2022
dc.date.none.fl_str_mv 2022-04-18
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistas.udesc.br/index.php/modapalavra/article/view/20120
10.5965/1982615x15362022061
url https://www.revistas.udesc.br/index.php/modapalavra/article/view/20120
identifier_str_mv 10.5965/1982615x15362022061
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistas.udesc.br/index.php/modapalavra/article/view/20120/14203
dc.rights.driver.fl_str_mv Copyright (c) 2022 Marina Pereira Rios, Silvia Helena Belmino Freitas
http://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2022 Marina Pereira Rios, Silvia Helena Belmino Freitas
http://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade do Estado de Santa Catarina
publisher.none.fl_str_mv Universidade do Estado de Santa Catarina
dc.source.none.fl_str_mv ModaPalavra e-periódico; Vol. 15 No. 36 (2022): Variata ; 61-85
ModaPalavra e-periódico; Vol. 15 Núm. 36 (2022): Variata ; 61-85
Modapalavra e-periódico; v. 15 n. 36 (2022): Variata ; 61-85
1982-615X
10.5965/1982615x15362022
reponame:ModaPalavra e-periódico
instname:Universidade do Estado de Santa Catarina (UDESC)
instacron:UDESC
instname_str Universidade do Estado de Santa Catarina (UDESC)
instacron_str UDESC
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reponame_str ModaPalavra e-periódico
collection ModaPalavra e-periódico
repository.name.fl_str_mv ModaPalavra e-periódico - Universidade do Estado de Santa Catarina (UDESC)
repository.mail.fl_str_mv ||modapalavra@gmail.com
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