La estrategia en las redes de una marca de moda

Abstract

This article analyzes the new forms of communication and awareness, specifically in the digital field through a case study of the ECOALF fashion brand, unique in the world for its contribution to the sector through the cleaning of the oceans. The use of unlimited expression by ECOALF through digital media leads to environmental awareness, a key message of its online strategies. It is a corporately responsible practice in the digital medium, especially of its social networks with which it communicates interactively and inspires the prosumer. It will deepen in how it transmits its business purpose and its good corporate practices through Instagram, Facebook, Twitter, as well as its website. A qualitative methodology is applied, using categorization processes, supported by discourse analysis and NVIVO11 software where the company's online publications from its first five years have been analyzed. As a conclusion, the main values that the brand transmits are discovered through its written language and the visual besides its complementarity between both languages when it comes to building their online strategies. In addition, you can see how the fashion company converts its production process into audiovisual material to be used for environmental awareness purposes worldwide for different fashion consumers, social networks, ecologists, cultural leaders and trend hunters, among others, without forgetting the digital literacy work that emerges from all this.