Análisis de las estrategias comunicacionales de las marcas nacionales de moda sostenible en Instagram. caso metier, original ikat y closet sale

Abstract

Today, it is urgent to move towards a model of sustainable economic growth. Thus, fashion brands have embarked on this journey towards sustainable development, which is born from the particularities of that which for a long time was hidden. The purpose of this work is to focus on the textile industry, analyzing three brands that, with their functionality, seek to generate impact in the country and cross borders. Original Ikat, Metier and Closet Sale, are Ecuadorian brands that have sustainability as the basis of their development, whose purpose is to try to reduce the impact of fast fashion. Intertwining it with social networks as a means to promote communication. The main objective of this work is to analyze the strategies of national sustainable fashion brands in the social network Instagram. Therefore, a literature review and observation were carried out to define the brands, as well as content analysis to know the strategies applied, in which it was found that the strategy most used by national sustainable fashion brands is to humanize the brand through its content, in addition, it was known that these brands do not invest in paid advertising, however, according to experts brands should invest in advertising for their networks and expand to others.