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This book introduces social network fundamentals in the fashion domain. It addresses the creation of social media marketing plans, highlighting strategic approaches that allow fashion brands to differentiate themselves in the ephemeral and challenging fashion context.
List of contents
INTRODUCTION
SECTION 1: FASHION SOCIAL MEDIA FUNDAMENTALS 1. The power of Social Media
2. Fashion Consumer and Social Media
SECTION 2: SOCIAL MEDIA STRATEGY AND PLAN 3. Social Media Strategy
4. Social Media Mix Planning
SECTION 3: SOCIAL MEDIA PERFORMANCE 5. Social Media Commerce Strategy
6. Social Media Content Strategy
7. Social Media Customer Relationship Management and Community Strategy
8. Calendar, Budget, Monitoring and Tools
SECTION 4. SOCIAL MEDIA RESEARCH OPPORTUNITIES AND METHODOLOGIES 9. Netnography
10. Visual Analysis
11. Sentiment Analysis
12. Argumentation Analysis
SECTION 5: Interviews with Fashion Brands
13. Interview with Nicolas Girotto, CEO of Bally
14. Interview with Carlos Arjiz, Communication Director of Adolfo Dominguez Brand
15. Interview with Blanca Rosa del Bosque Madera, Digital Marketing and CRS brands of TENDAM Fashion Group.
About the author
Patricia SanMiguel is Associate Professor of Digital Marketing, Influence Marketing and Fashion Consumer Behavior at the School of Communication at the University of Navarra (Pamplona, Spain), and ISEM Fashion Business School (Madrid, Spain).
Tekila Harley Nobile is Lecturer and Researcher in Luxury Business at Sotheby’s Institute of Art (London, UK). She is Visiting Lecturer in Digital Fashion Communication at USI—Università della Svizzera italiana, Lugano (Switzerland).
Cristina Sánchez-Blanco is Professor at the School of Communication in the University of Navarra, Spain.
Nadzeya Sabatini is Assistant Professor in Digital Transformation at Gdansk University of Technology (Gdansk, Poland) and Senior Researcher at USI-Universita’ della Svizzera Italiana (Lugano, Switzerland).
Summary
This book introduces social network fundamentals in the fashion domain. It addresses the creation of social media marketing plans, highlighting strategic approaches that allow fashion brands to differentiate themselves in the ephemeral and challenging fashion context.
