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Sádaba Teresa,Azpurgua Carmen,Bernal Pedro Mir,SanMiguel Patricia 한국마케팅과학회 2023 Journal of Global Fashion Marketing Vol.14 No.4
Fashion has showed a double face in its relationship with women and power. According with some feminist frameworks, fashion was something women need to release in a male-dominated structure. A new wave of authors claims for a power dressing approach, where fashion is a tool to define the new role of women in society. The study here contributes to this debate through the analysis of fash- ion in TV series. Representation of women in television series is feeding the women position in society and has already generated an interesting academic corpus. Analyzing power dressing ele- ments in 130 fashion looks of 3 women boss characters (Claire Underwood in House of Cards, Sylvie Grateau in Emily in Paris and Jessica Pearson in Suits), a new stereotype of women is recognized. The study includes a qualitative analysis to understand the context of fashion functions in those series. The analysis concludes with three main uses of fashion in dramedy series: fashion to develop powerful characters; fashion to generate engagement with the audience; and fashion as a commercial tool. The study shows how fashion has become a key element for successful television series.
Patricia SanMiguel,Teresa Sádaba 한국마케팅과학회 2018 Journal of Global Fashion Marketing Vol.9 No.1
The growing interest in fashion bloggers within the fi eld of fashion is generating diff erent kinds of research under the headings of communication and consumer behavior. However, one of the key issues within fashion, such as infl uence, has not been researched in any great depth so far. This paper seeks to shed some light on this matter and poses the question as to just how many fashion bloggers can really be considered infl uential. Through an analysis of the characteristics of what has been considered “infl uential” within the fi eld of research, and based on a research project that focuses on Spanish bloggers, we can discover which bloggers are infl uential, what the attributes are that defi ne them, and how we can locate them.
The role of e-commerce in the internationalization of Spanish luxury fashion multi-brand retailers
Pedro Mir-Bernal,Simone Guercini,Teresa Sádaba 한국마케팅과학회 2018 Journal of Global Fashion Marketing Vol.9 No.1
The aim of this paper is to analyze the role that e-commerce has to play in the internationalization of Spanish luxury multi-brand stores. Possible answers are sought to the following research question: How might the adoption of e-commerce platforms aff ect the international sales of multi-brand retailers? This paper presents a data analysis of the 15 most important Spanish fashion multi-brand retailers and the diff erent prospects of e-commerce today. Our analysis of online stores shows an open mentality when it comes to adapting to this new business model, but the late integration and inexperience of the majority of retailers limit their performance. Information from diff erent channels and further research through the collaboration of brands would have given us more detailed information regarding the current situation within this sector. The paper analyzes the current situation of e-commerce luxury fashion multi-brand stores and mainly focuses on the Spanish market, even though it also off ers a global overview.
FASHION-BLOG ANALYTICS: IDENTIFYING THE INFLUENTIALS
Patricia SanMiguel,Teresa S?daba,Pedro Mir 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07
Purpose - The aim of this study is to analyze fashion bloggers, in order to discover their characteristics and their influence. Thanks to the Internet, they are able to have a global presence, to reach a massive market and they have become a new communication channel for brands. Fashion bloggers are a new phenomenon with a higher perspective to represent the new influentials. Design/methodology/approach – First an online questionnaire was designed focused on the three key attributes of an influential, a sample of 253 bloggers was obtained. Secondly, we studied 40 most important Spanish blogs, quantitative study was conducted by looking at one of the most important parameters for the influence that is interaction in the blog and social networks. Findings – Findings show de profile of influential fashion blogger: personal characteristics, knowledge criteria and social factors. It also shows that they are very little blogs that really can have a great influence or at least a daily influence. Research limitation/implication - Future studies may deepen the impact of fashion bloggers at the time of purchase quantifying a company's sales through communication campaigns supported in fashion blogs Practical implications – The study help fashion companies to indentify influential fashion blogger in order to do successful strategies and communication campaigns in fashion companies. Originality/value – The study not only confirms previous findings regarding bloggers and the importance for prescription, but it also expands the description of this key actors and how to find them.
FASHION BRANDS IN THE METAVERSE: BRAND MARKETING AND CONSUMER ENGAGEMENT INITIATIVES
Patricia SanMiguel,Narmin Sayeed,Teresa S?daba 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Fashion companies develop initiatives in the Metaverse, especially through Gamification, Non-Fungible Tokens or Shopping experience. Through a Systematic Literature Review in Metaverse and Fashion Communication and Systematic Content analysis in Vogue Business and The Business of Fashion we highlight the best actions in the metaverse and their future application.