![Ajouter à votre panier](https://cataloguelibrary.neoma-bs.fr/styles/fusion_neoma_gen/images/basket_small_20x20.svg)
Titre : |
How can luxury fashion brands build authenticity via Instagram? : The case of Simon Porte Jacquemus |
Type de document : |
Mémoire |
Auteurs : |
Quentin BRUMARD, Auteur |
Année de publication : |
2019 |
Importance : |
48 p. |
Note générale : |
Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. |
Langues : |
Anglais (eng) |
Mots-clés : |
Management INDUSTRIE DU LUXE SECTEUR ; MARQUE ; MEDIA ; SITE INTERNET ; STRATEGIE
|
Résumé : |
In the overall trend of social media used by brands as part of their communication strategy, Instagram has differentiated itself by the quality of the messages shared on the platform and became the first social media of the luxury fashion brands. In the meanwhile, insights of users state that there is a lack of authenticity on social media and especially on Instagram. Indeed, brands and influencers are reproached to stage their life too much and convey an image of themselves which is too dreamy and artificial. In parallel, authenticity is at the core of luxury fashion brands and one of the values they want to communicate the most. To that regard, we are facing a kind of dilemma which consists in the paradox that luxury fashion brands want to communicate authenticity, using their favourite social media Instagram which is reproached to be inauthentic. On the other hand, we have the Jacquemus luxury fashion brand, well embodied by his creator Simon Porte Jacquemus who is creating a thundering effect on the fashion sphere. Beside the very nice critics he received after each of his clothes collections, Simon Porte Jacquemus is highlighted and renowned for his Instagram page. Indeed, Simon uses his Instagram account either to promote his brand or to publish personal posts about his life. He is an exception in the fashion industry to use this social media this way and people talk a lot about this. Few papers have been written on it and many fashion critics or more random people state that the Jacquemus brand is authentic and that this authenticity is conveyed through his Instagram page.
|
Note de contenu : |
PGE: Bibliogr.P. 26-27 |
Programme : |
PGE-Rouen |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497667 |
| ![How can luxury fashion brands build authenticity via Instagram? vignette](https://cataloguelibrary.neoma-bs.fr/images/vide.png) |