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Tracing brand constellations in social media: the case of fashion week Stockholm

PublicationArticle (with peer review)
Andrea Geissinger, Christofer Laurell, Företagandets villkor, Marknadsföring, Sociala medier

Abstract

Purpose: This paper aims to explore the effects of fashion weeks on brand constellations of participating fashion companies in social media.

Design/methodology/approach: The study analyses how brand constellations take form for seven Swedish fashion companies before, during and after Fashion Week Stockholm 2013. In total 3449 user-generated contents referring to the sampled brands were collected and analysed.

Findings: On average, brand constellations of participating companies are increasingly incorporating other participating brands as a result of the fashion week. Based on the presented results, four brand constellation outcomes for participating fashion companies are identified: brand constellation amplification, concentration, division, and dilution.

Research limitations/implications: As this paper is focused on the Swedish market, additional results from fashion weeks taking place in other cities would be beneficial to verify the four brand constellation outcomes.

Practical implications: The results question the resilience of professionally curated brand constellations due to the emergence of user-driven constellations that also shape the position of fashion brands. Therefore, this development can potentially have a considerable impact on often carefully orchestrated brand positioning strategies executed by fashion companies.

Originality/value: This paper contributes to the field of fashion marketing and management by identifying four different brand constellation outcomes in social media for participating fashion companies as a result of fashion weeks and how to managerially handle these respective outcomes.

Geissinger, A., & Laurell, C. (2018). Tracing brand constellations in social media: the case of fashion week Stockholm. Journal of Fashion Marketing and Management, 22(1), 35-48. DOI: 10.1108/JFMM-12-2016-0115

Based on content

Multi-Brand Events and Social Media Engagement – Concentration or Spill Over?
Article (with peer review)Publication
Geissinger, A., & Laurell, C.
Publication year

2020

Published in
Abstract

To what degree do participating and nonparticipating brands enjoy engagement of social media users in the setting of multibrand events? Based on empirical material comprising 4,424 user-generated content published before, during, and after Fashion Week Stockholm in February 2016, this article illustrates how the studied multibrand event both concentrated engagement for participating brands and created spillover engagement to other, nonparticipating brands. Therefore, these findings question whether individual brands benefit from being official participants in multibrand events. This article contributes to the field of event management by illustrating the dynamic interplay between engagement created in social media and multibrand events, while also highlighting associated conceptual and managerial implications.

Multi-Brand Events and Social Media Engagement – Concentration or Spill Over?
Article (with peer review)Publication
Geissinger, A., & Laurell, C.
Publication year

2020

Published in
Abstract

To what degree do participating and nonparticipating brands enjoy engagement of social media users in the setting of multibrand events? Based on empirical material comprising 4,424 user-generated content published before, during, and after Fashion Week Stockholm in February 2016, this article illustrates how the studied multibrand event both concentrated engagement for participating brands and created spillover engagement to other, nonparticipating brands. Therefore, these findings question whether individual brands benefit from being official participants in multibrand events. This article contributes to the field of event management by illustrating the dynamic interplay between engagement created in social media and multibrand events, while also highlighting associated conceptual and managerial implications.

Tracing brand constellations in social media: the case of fashion week Stockholm
Artikel (med peer review)Publication
Geissinger, A., & Laurell, C.
Publication year

2018

Abstract

Purpose: This paper aims to explore the effects of fashion weeks on brand constellations of participating fashion companies in social media.

Design/methodology/approach: The study analyses how brand constellations take form for seven Swedish fashion companies before, during and after Fashion Week Stockholm 2013. In total 3449 user-generated contents referring to the sampled brands were collected and analysed.

Findings: On average, brand constellations of participating companies are increasingly incorporating other participating brands as a result of the fashion week. Based on the presented results, four brand constellation outcomes for participating fashion companies are identified: brand constellation amplification, concentration, division, and dilution.

Research limitations/implications: As this paper is focused on the Swedish market, additional results from fashion weeks taking place in other cities would be beneficial to verify the four brand constellation outcomes.

Practical implications: The results question the resilience of professionally curated brand constellations due to the emergence of user-driven constellations that also shape the position of fashion brands. Therefore, this development can potentially have a considerable impact on often carefully orchestrated brand positioning strategies executed by fashion companies.

Originality/value: This paper contributes to the field of fashion marketing and management by identifying four different brand constellation outcomes in social media for participating fashion companies as a result of fashion weeks and how to managerially handle these respective outcomes.

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