A apropriação do instagram pela balenciaga como estratégia na construção da imagem conceitual da marca

Abstract

The present study has as general objective of this research, the creation of a collection for the Balenciaga brand and the planning of its communication through a conceptual imagery in Instagram. Based on the digital context, where technological advances influence the way brands communicate with their consumers, we will understand how these connections between digital marketing and fashion occur and how fashion communicates in these contexts which constantly changes. Therefore, we study how brands use social media to achieve more assertive communication that is related to the desires of increasingly empowered consumers, deepening our studies on Instagram media and its close relationship with the idea that identity perception of a brand is linked to its image, which becomes evident through its communication in the digital field. In this sense, a qualitative study of the Balenciaga brand was conducted to gather data in order to understand how the brand communicates and behaves in the digital environment through Instagram social media.