Advertising and branding in French fashion companies : Case studies of fast fashion, ecological fashion and luxury fashion
Leglay, Alban (2021)
Leglay, Alban
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021093018182
https://urn.fi/URN:NBN:fi:amk-2021093018182
Tiivistelmä
The world of fashion is a world very much impacted by the health crisis and acts a lot in the field of communication. This sector has therefore quickly taken adopted social networks and the Internet to reach its target and the evolution of communication.
The aim of this thesis was to explore the advertising strategies used in the French fashion industry. More specifically, the thesis focused on comparing the advertising strategies of case companies representing different fashion categories: fast fashion (represented by Kiabi and Cache Cache), ecological fashion (with Le Slip Français and Veja) and luxury fashion (illustrated with Chanel and Louis Vuitton). The final aim therefore was to find out the differences in advertising strategies depending on the company’s sector.
The methodological approach chosen is a qualitative one with the use of academic articles or books added by secondary data based on specialized website articles and the brand's own resources such as its various social networks. The analysis was done by content analysing advertising and data from selected media and specialized articles.
The results show that these companies communicate in different ways. Fast fashion companies were focusing on the accessibility of their products, ecological fashion companies were selling an idea more than a product and the luxury fashion companies were communicating more on the brand name instead on the products themselves.
The aim of this thesis was to explore the advertising strategies used in the French fashion industry. More specifically, the thesis focused on comparing the advertising strategies of case companies representing different fashion categories: fast fashion (represented by Kiabi and Cache Cache), ecological fashion (with Le Slip Français and Veja) and luxury fashion (illustrated with Chanel and Louis Vuitton). The final aim therefore was to find out the differences in advertising strategies depending on the company’s sector.
The methodological approach chosen is a qualitative one with the use of academic articles or books added by secondary data based on specialized website articles and the brand's own resources such as its various social networks. The analysis was done by content analysing advertising and data from selected media and specialized articles.
The results show that these companies communicate in different ways. Fast fashion companies were focusing on the accessibility of their products, ecological fashion companies were selling an idea more than a product and the luxury fashion companies were communicating more on the brand name instead on the products themselves.
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