Resumo

VELAR-LERA, Marga; HERRERA-DAMAS, Susana  e  GONZALEZ-ALDEA, Patricia. Using Instagram for Communication of Luxury Fashion Brands. Palabra Clave [online]. 2020, vol.23, n.4, e2344.  Epub 13-Nov-2020. ISSN 0122-8285.  https://doi.org/10.5294/pacla.2020.23.4.4.

Amid global changes, this research intends to examine how luxury fashion brands can leverage this channel for brand communication and how they do it now. For this, we carried out a content analysis of the photos posted by 20 brands selected according to age, relevance, and digital activity criteria. The study period comprises six months (July-December 2017) to collect data during “normal” and intense periods. The integrating corpus of 6,977 posts was coded using the same code that included variables related to contents and formal questions. The results indicate that luxury fashion brands have not yet designed specific strategies for Instagram. We note little difference between the content they publish. Most share the same pattern: they exhibit the brand in similar spaces (usually at events or with neutral backgrounds), the characters often embody one or two archetypes, and images are often inexpressive. Brands do not take advantage of Instagram’s ability to stimulate participation and create community neither; only 3.7 % of the total sample do so. In brief, luxury fashion brands on Instagram have not yet developed attractive communication that holds followers’ attention and actually builds the brand to engage the interested audiences.

Palavras-chave : Branding; fashion luxury brand; communication; Instagram; social media; content analysis.

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