Descrição
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.
