FASHION COMMUNICATION THROUGH EVENTS: A PROPOSAL FOR TOUS¿ BRAND REPOSITIONING

Abstract

This final degree project analyses the function of fashion events as strategic communication tools, with an emphasis on their development, typologies, and the incorporation of digital platforms and influencer marketing. The project suggests an event intended to engage a younger customer¿s audience and strengthen the brand¿s new identity. TOUS serves as an example with its GEM repositioning plan providing a foundation for analysis. The conclusions of the project indicate that when experiential marketing aligns with the brand¿s objectives, it can serve as a tool to enhance brand positioning.