La evolución de la relación entre marcas e influencers españolas de moda tras la pandemia.

• Guerrero Navarro, Daniel ^[1] ; Cristófol Rodríguez, Carmen ; Gutiérrez Ortega, Paloma ^[1]
  1. [1] Universidad de Málaga

     Universidad de Málaga

     Málaga, España

     
• Localización: Revista de Comunicación de la SEECI, ISSN-e 1576-3420, Nº. 55, 2022, págs. 1-28
• Idioma: español
• Títulos paralelos:
  • The evolution of the relationship between fashion brands and spanish influencers in the aftermath of the pandemic
• Enlaces
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• Dialnet Métricas: 7 Citas
• Resumen
  • español

    La llegada del virus SARS-CoV-2 trajo consigo una pandemia mundial y una crisis sanitaria que iba a extenderse a todos los ámbitos de la sociedad, desembocando en cierre de empresas, pérdidas de millones de empleos y numerosas alteraciones en el estilo de vida de los individuos, además de provocar cambios de consumo en la sociedad y un aumento del uso de las redes sociales debido a los meses de confinamiento, lo que supuso un punto de inflexión en diversos ámbitos y, concretamente, en el sector de la moda y de las influencers. Con la presente investigación se pretende analizar, mediante metodología mixta, los cambios producidos antes, durante y después de la pandemia en el trabajo de las influencers de moda, la evolución de las marcas de este sector en los medios digitales y las nuevas tendencias en el marketing de influencia que se han generado a raíz de esta nueva situación. Para ello, se realizará un análisis de contenido y una entrevista a profesionales del sector.

  • English

    In March 2020, the new SARS-CoV-2 virus arrived to stay amongst us, bringing the most important global pandemic known up to now. The entire world was affected by a health crisis that spread to all sectors of society, leading to company clousures, rises in unemployment rates and many changes in ordinary lifestyle. This pandemic has also had an impact on changes in society's consumption habits and a relevant increase in the use of social networks due to the months of lockdown, which has leaded to important changes in various areas and, specifically, in the fashion and  influencers sector. In addition to the pandemic problem, there is the trouble of adapting to the new Spanish regulation, code of conduct on social networks, from January 2021. This research aims to analyze, using a mixed methodology, the changes produced in fashion influencers jobs before, during and after the pandemic, the evolution of fashion brands in digital media and new trends in influencer marketing that have been caused by this new situation. To do so, we have performed a content analysis and interviews with professionals from the fashion sector. Conclusions show a greater control of content, an increase in number of followers and a closer link with brands. Comparisons with the dynamic in other international markets, as well as the future adaptation of the professional activity to current regulations, are the most relevant questions to be addressed in order to be able to expand the study in the future.