Instant Fashion Aesthetics. Construction of the sensory and engaging fashion brand on Instagram

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

Abstract

With the surge in social media profiles, followers and features, visual communication has reached a new level of strategic importance. However, while the amount of posts in fashion is abundant and the requirements for activity are huge, there is still wide-spread uncertainty in the industry of how to avoid follower fatigue as a consequence of a stream of intuitive posts. In this landscape, this article has an interdisciplinary humanist perspective discussing how online brand identity construction applies aes-thetic themes in the endeavor of engaging the followers. It proposes a method for analyzing visual communication in a social media fashion context while including perspectives of the social capital of follower experience and engagement. With a quali-tative methodological approach for identifying sensory elements and discussing aes-thetic themes in brand construction on Instagram, the article illustrates how the aes-thetic themes seek to aid an affective brand relationship with a potential for interac-tion and follower co-construction on Instagram. The approach is divided into three consecutive steps with a framework guiding the analysis as to structure, identification and a focused discussion of aesthetic clusters of components. The purpose of the arti-cle is to provide a more precise understanding of aesthetic construction, enabling the fashion industry to pause followers’ pace of pursuit by producing a feed appealing to the fancy of fashion followers. With its discussion the article also intends to raise awareness as to the wide range of possibilities for future strategic development of instant aesthetics.
Original languageEnglish
JournalFactum21 II Ed. Conference
Publication statusAccepted/In press - Mar 2021
Event Factum21 II Ed. Conference: FASHION COMMUNICATION: BETWEEN TRADITION AND FUTURE DIGITAL DEVELOPMENT. II EDITION - Pamplona, Spain
Duration: 28 Jun 20211 Aug 2021
https://www.isem.es/phd-program/factum-fashion-communication-conference/?lang=en

Conference

Conference Factum21 II Ed. Conference
Country/TerritorySpain
CityPamplona
Period28/06/202101/08/2021
Internet address

Keywords

  • Fashion, Social Media, Visual Communication, Aesthetics, Sensory Branding

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