COVID-19 Crisis: Luxury and Fast Fashion Brands’ Communication and Marketing Strategies
DOI:
https://doi.org/10.32719/26312514.2022.5.9Keywords:
Communication, marketing, fashion, strategy, COVID-19, crisisAbstract
This article provides a state of the art on the communication and marketing strategies that fashion brands have carried out during the period of COVID-19 confinement. For this purpose, a bibliographic review of articles that meet the aforementioned thematic and methodological criteria (content analysis) has been carried out. The results show a similarity of strategies and actions carried out by 10 luxury brands, as well as by three fast fashion brands at the beginning of COVID-19.
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