<?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>S1390-86342024000200101</article-id>
<article-id pub-id-type="doi">10.17163/uni.n41.2024.04</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Tendencia al escándalo como estrategia de marketing en moda textil: el caso Zara]]></article-title>
<article-title xml:lang="en"><![CDATA[Tendency to scandal as a marketing strategy in textile fashion: the Zara case]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Alegría-Varona]]></surname>
<given-names><![CDATA[Gonzalo Ricardo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Benites-Alejandría]]></surname>
<given-names><![CDATA[Carlos Enrique]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Nacional Mayor de San Marcos  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de San Martín de Porres  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Peru</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>101</fpage>
<lpage>125</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S1390-86342024000200101&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S1390-86342024000200101&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S1390-86342024000200101&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Las estrategias de marketing tienen como objetivo elevar el consumo o la visibilidad de marca en un producto o servicio deseado. En la última década, diversas tácticas heterodoxas han ganado protagonismo, destacándose entre ellas el uso del escándalo. Este artículo busca demostrar la existencia de una tendencia al escándalo como estrategia de marketing desarrollada por la marca Zara durante la década de 2014 a 2023; y demostrar que está correlacionado con el incremento de ventas. Mediante una metodología mixta, se realiza un estudio de caso basado en el análisis de contenido mediante el diseño de una base de datos sobre diez lanzamientos de Zara, a razón de un producto anual en la última década. Estos lanzamientos destacaron por su publicidad contracultural dirigida a ciertos segmentos de consumidores. Además, se calculó la correlación multivariable entre ventas y factores de escándalo. Los resultados muestran la tendencia al escándalo anual de la marca a través de tablas y triangulación de datos, apoyadas con gráficos que representan el nivel de ventas anuales, el volumen de seguidores en redes sociales, noticias de escándalos y distribución geográfica. El estudio concluye que la marca Zara utilizó el escándalo controlado como una estrategia de marketing en la última década. Esta táctica es característica de la sociedad en red, que basa sus decisiones en recomendaciones o eventos más que en la publicidad tradicional, logrando así un gran ratio de efectividad.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Marketing strategies aim to increase consumption or brand visibility of a desired product or service. In the last decade, various unorthodox tactics have gained prominence, notably the use of scandal. This article seeks to demonstrate the existence of a tendency to scandal as a marketing strategy developed by the Zara brand during the decade from 2014 to 2023; and demonstrate that it is correlated with increased sales. Using a mixed methodology, a case study is carried out based on content analysis by designing a database on ten Zara launches, at the rate of one product per year in the last decade. These launches stood out for their countercultural advertising aimed at certain consumer segments. Furthermore, the multivariate correlation between sales and scandal factors was calculated. The results show the trend towards the brand&#8217;s annual scandal through tables and data triangulation, supported by graphs that represent the level of annual sales, the volume of followers on social networks, news of scandals and geographical distribution. The study concludes that the Zara brand used controlled scandal as a marketing strategy in the last decade. This tactic is characteristic of the network society, which bases its decisions on recommendations or events rather than on traditional advertising, thus achieving a high effectiveness ratio.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Marketing]]></kwd>
<kwd lng="es"><![CDATA[moda]]></kwd>
<kwd lng="es"><![CDATA[comunicación]]></kwd>
<kwd lng="es"><![CDATA[publicidad]]></kwd>
<kwd lng="es"><![CDATA[consumo]]></kwd>
<kwd lng="es"><![CDATA[vestuario]]></kwd>
<kwd lng="es"><![CDATA[digitalización]]></kwd>
<kwd lng="es"><![CDATA[contracultura]]></kwd>
<kwd lng="en"><![CDATA[Marketing]]></kwd>
<kwd lng="en"><![CDATA[fashion]]></kwd>
<kwd lng="en"><![CDATA[communication]]></kwd>
<kwd lng="en"><![CDATA[advertising]]></kwd>
<kwd lng="en"><![CDATA[consumption]]></kwd>
<kwd lng="en"><![CDATA[clothing]]></kwd>
<kwd lng="en"><![CDATA[digitization]]></kwd>
<kwd lng="en"><![CDATA[countercultures]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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