<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1390-8634</journal-id>
<journal-title><![CDATA[Universitas-XXI, Revista de Ciencias Sociales y Humanas]]></journal-title>
<abbrev-journal-title><![CDATA[Universitas]]></abbrev-journal-title>
<issn>1390-8634</issn>
<publisher>
<publisher-name><![CDATA[Universidad Politécnica Salesiana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1390-86342024000200053</article-id>
<article-id pub-id-type="doi">10.17163/uni.n41.2024.02</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Cuando las empresas de moda se transforman en empresas de comunicación: los casos de Benetton, Net-a-Porter y Loewe]]></article-title>
<article-title xml:lang="en"><![CDATA[When fashion companies transform into communication companies: the cases of Benetton, Net-a-Porter and Loewe]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sádaba]]></surname>
<given-names><![CDATA[Teresa]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Azpurgua]]></surname>
<given-names><![CDATA[Carmen]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mir]]></surname>
<given-names><![CDATA[Pedro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Navarra ISEM Fashion Business School ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Navarra ISEM Fashion Business School ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Navarra ISEM Fashion Business School ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<numero>41</numero>
<fpage>53</fpage>
<lpage>74</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S1390-86342024000200053&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S1390-86342024000200053&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S1390-86342024000200053&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El contexto digital ha provocado la transformación de las marcas de moda en algo más que meras productoras y distribuidoras de artículos de moda. En un contexto de desintermediación, a través de sus páginas de venta online o de las redes sociales, las marcas son emisoras y canales de comunicación directos para las audiencias. Esta transformación implica cambios profundos de las empresas de moda. Supone también nuevos desafíos para las estrategias de comunicación de las marcas. A través del método del caso, este trabajo realiza una aproximación a tres marcas de renombre y significativas por su relación entre moda y comunicación: Benetton, Net-a-Porter y Loewe. El análisis desvela, por un lado, la evolución sufrida por las marcas de moda en las últimas décadas y su papel comunicador. Por otro, profundiza en el papel de la comunicación en el sector de la moda, en un contexto donde la comunicación meramente comercial da paso a nuevos formatos y experiencias. El ejemplo de los fashion films resulta paradigmático. Las conclusiones muestran de este modo un cambio estratégico para la comunicación de la moda. Se modifica la conexión con el producto, el tono y el tipo de mensajes emitidos. Además, se observa una evolución de las marcas, que se constituyen también como empresas de comunicación, donde resulta fundamental entender al consumidor como una audiencia informada.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The digital context has caused the transformation of fashion brands into something more than producers and distributors of fashion products. In a context of disintermediation, through their online webpages or social media, brands are broadcasters and direct communication channels for audiences. This transformation implies profound changes for fashion companies. It also poses new challenges for the communication strategies of brands. Using the case method, this work approaches three renowned brands that are significant for their relationship between fashion and communication: Benetton, Net-a-Porter and Loewe. The analysis reveals, on the one hand, the evolution suffered by fashion brands in recent decades and their role as communicators. On the other hand, it delves into the role of communication in the fashion sector, in a context where merely commercial communication gives way to new formats and experiences. The example of fashion films is paradigmatic. The conclusions thus show a strategic change for fashion communication. The connection with the product, the tone and the type of messages emitted are changing. And a mutation of brands is observed as they are also constituted as communication companies, where it is essential to understand the consumer as an informed audience.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Digitalización]]></kwd>
<kwd lng="es"><![CDATA[moda]]></kwd>
<kwd lng="es"><![CDATA[comunicación]]></kwd>
<kwd lng="es"><![CDATA[marcas]]></kwd>
<kwd lng="es"><![CDATA[desintermediación]]></kwd>
<kwd lng="es"><![CDATA[evolución]]></kwd>
<kwd lng="es"><![CDATA[creadores de contenido]]></kwd>
<kwd lng="es"><![CDATA[estrategia]]></kwd>
<kwd lng="en"><![CDATA[Digitalizacion]]></kwd>
<kwd lng="en"><![CDATA[fashion]]></kwd>
<kwd lng="en"><![CDATA[communication]]></kwd>
<kwd lng="en"><![CDATA[brands]]></kwd>
<kwd lng="en"><![CDATA[disintermediation]]></kwd>
<kwd lng="en"><![CDATA[evolution]]></kwd>
<kwd lng="en"><![CDATA[content creators]]></kwd>
<kwd lng="en"><![CDATA[strategy]]></kwd>
</kwd-group>
</article-meta>
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