Instagram u modnoj industriji na primjeru triju talijanskih luksuznih brandova

master's thesis

• Title (english): Instagram in fashion industry on the example of three Italian luxury brands
• Author: Petra Topić
• Mentor: Ljubica Josić (mentor)
• Committee member: Tamara Kunić (predsjednik povjerenstva)
• Committee member: Ana Marija Dunaj (član povjerenstva)
• Committee member: Ljubica Josić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2024-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Način na koji luksuzni modni brandovi koriste Instagram, kao i ostale društvene mreže, nesumnjivo utječe na percepciju potrošača i njihovu želju za posjedovanjem prestižnih proizvoda. Predmet su istraživanja ovoga rada komunikacijske strategije korištene na Instagram profilima triju talijanskih modnih brandova, Gucci, Prada i Versace, s nakanom da se utvrdi obraćaju li se navedeni modni brandovi isključivo kupcima visoke kupovne moći, zadržavajući time ekskluzivnost, ili se otvaraju širem krugu korisnika, pokazujući dostupnost dijela svojih proizvoda. U istraživanju je korištena kvantitativna te kvalitativna metoda prikupljanja podataka, a podatci su evidentirani s pomoću metode Russmannove i Svenssona (2016), koja se temelji na četirima klasterima. Obuhvaćene su objave navedenih modnih brandova na službenim Instagram profilima tijekom tromjesečnog razdoblja (siječanj – ožujak 2024), analizirani su vizualni elementi (s pomoću podjele na klasične i ekspresivne S. Kusumasondjaja, 2019) i tekstualni elementi objava, potom broj lajkova i komentara koji ih je pratio. Rezultati istraživanja potvrdili su da se luksuzni modni brandovi primarno obraćaju kupcima visoke kupovne moći (objavljujući sadržaj koji uključuje luksuzne proizvode i ekskluzivne događaje), ali i da istovremeno koriste komunikacijske strategije kojima se obraćaju široj publici (prikazujući pristupačnije proizvode poput parfema i sunčanih naočala). Time se pokazalo da analizirani luksuzni modni brandovi izborom svojih komunikacijskih strategija balansiraju između očuvanja prestiža i privlačenja šire publike, što je jedna od ključnih strategija za održavanje relevantnosti i angažmana na digitalnim platformama.

Abstract (english)

The way luxury fashion brands use Instagram, as well as other social networks, undoubtedly affects consumer perception and their desire to own prestigious products. This study examines the communication strategies employed on the Instagram profiles of three Italian fashion brands, Gucci, Prada, and Versace with the aim of determining whether these brands exclusively target high-spending customers, thereby maintaining exclusivity, or if they are opening up to a broader user base by showcasing the accessibility of some of their products. The research utilized both quantitative and qualitative data collection methods, with data recorded using the Russmann and Svensson (2016) method, which is based on four clusters. The posts from the aforementioned fashion brands on their official Instagram profiles during the three-month period (January – March 2024) were analyzed, including visual elements (classified into classical and expressive as per S. Kusumasondjaja, 2019) and textual elements of the posts, as well as the number of likes and comments they received. The research results confirmed that luxury fashion brands primarily target high-spending customers (by publishing content that includes luxury products and exclusive events), while also simultaneously employing communication strategies that address a broader audience (by showcasing more accessible products such as perfumes and sunglasses). This demonstrates that the analyzed luxury fashion brands, through their chosen communication strategies, balance between maintaining prestige and attracting a wider audience, which is one of the key strategies for maintaining relevance and engagement on digital platforms.

• Keywords: Instagram; luksuz; modni brandovi; komunikacijske strategije
• Keywords (english): Instagram; luxus; fashion brands; communication strategies
• Language: croatian
• URN:NBN: urn:nbn:hr:111:624827
• Study programme: Title: Communication Studies (Single Major, Science Stream); Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra komunikologije (sveučilišni/a magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-09-18 09:22:11