Chiara Berlendi

The Role of Social Media within the Fashion and Luxury Industries

Depicting Social Media's possible role within the peculiar communication strategy carried by a Fashion or Luxury company

• Broschiertes Buch

Produktbeschreibung

While the recruitment of Social Media within a firm's media plan is today nearly considered a routine activity' in the vast majority of sectors, the same cannot be asserted for what concerns Social Media's adoption by industries where the Value Chain is greatly influenced by the interaction between economics, management and creative and intellectual attributes. In fact, for what concerns these sectors, the adoption of these latter has been very recent and has developed exponentially only within the last couple of years. Six different real initiatives, carried by six different companies pertaining to either the Luxury or Fashion (both low and high end) sectors have been reported and analyzed. The acclaimed discretion that these industries apply to their numbers and other types of data impaired the possibility to carry a respectable quantitative analysis. The conclusions were hence mainly drawn by the study of the six cases and supported in part by some unofficial numbers retrievedby reliable sources such as Audiweb, the Social Media Monitoring program Scoutlabs' and reports from the consulting companies Nielsen and McKinsey.

Produktdetails

• Verlag: Dictus Publishing
• Seitenzahl: 100
• Erscheinungstermin: 6. Mai 2011
• Englisch
• Abmessung: 220mm x 150mm x 6mm
• Gewicht: 150g
• ISBN-13: 9783844393798
• ISBN-10: 384439379X
• Artikelnr.: 33364131

Autorenporträt

Ella ha completado su M.S. en Gestión y Economía de la Universidad Bocconi en 2010 y actualmente es pasante en Chanel. Esta es su tesis de posgrado, escrita bajo la supervisión de las profesoras Stefania Saviolo y Erica Corbellini. Es el resultado de su gran pasión por la Industria de la Moda y de su interés por las nuevas Tendencias Sociales.