Resumen

LEON-ALBERCA, Tatiana; CALVA-CABRERA, Daniela; RENES-ARELLANO, Paula  y  INZUNZA-ACEDO, Beatriz. Instagram as a digital tool for communication and positioning of fashion brands: A case study in Ecuador. Universitas [online]. 2025, n.42, pp.217-243. ISSN 1390-8634.  https://doi.org/10.17163/uni.n42.2025.09.

The present study examines Instagram as a strategic tool for communication and brand positioning in the fashion industry, focusing on the accounts of Ropa Gallardo and Afrikana. This research is justified by the rise of digital marketing and the need to design effective strategies on visual platforms like Instagram, which have redefined interactions between brands and audiences. The objectives are to analyze the communication strategies implemented, identify the most effective tactics, and evaluate the impact of these actions on market positioning.

The adopted methodology is mixed, combining quantitative and qualitative analyses. Over 2,400 posts from both brands between 2023 and 2024 were examined, analyzing variables such as content formats, posting frequency, hashtag usage, and interaction rates. The analysis focused on identifying engagement patterns and the effectiveness of the implemented strategies.

Among the findings, Afrikana stood out for achieving higher engagement proportional to its follower base, driven by the use of formats such as Reels and personal narratives. Ropa Gallardo, despite having a larger number of followers and posts, showed a lower interaction rate. Afrikana recorded a 67,6% increase in its follower base, while Ropa Gallardo grew by 5,6%. The study concludes that the use of emotional narratives, storytelling, and collaborations with influencers are essential to enhancing engagement and brand positioning.

Palabras clave : Instagram; marketing; digital communication; engagement; narratives; influencers; fashion; brand positioning.

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