Comunicación efectiva para marcas de moda sostenible: retos y enfoques en la comunidad valenciana

Introduction: This research aims to comprehend the current challenges in the communication sector faced by sustainable fashion brands in the Valencian Community. The main purpose of this research is to understand the paradigms experienced by Valencian consumers when acquiring this category of garmen...

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Bibliographic Details
Published in:SEECI 2000 2024 (57), p.1-14
Main Authors: Martínez Musoles, Luz, López, Raquel Martín, Paredes Gallardo, Carla de
Format: Article
Language:Spanish
Subjects:
communication
comunicación
Comunidad Valenciana
España
marketing
moda sostenible
slow fashion
Spain
sustainable fashion
Valencian Community
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Summary:Introduction: This research aims to comprehend the current challenges in the communication sector faced by sustainable fashion brands in the Valencian Community. The main purpose of this research is to understand the paradigms experienced by Valencian consumers when acquiring this category of garments, in order to more efficiently focus communication strategy.Methodology: A qualitative approach was employed using the Delphi method, consisting of a panel of twelve experts from the sustainable fashion sector in the Valencian market. This method was conducted in two stages. The first stage focused on identifying relevant variables to measure factors related to the Valencian consumer's choice of sustainable fashion. In the second stage, the results of the first stage were presented to theexperts for consensus-seeking.Results: It was determined that the additional cost associated with consuming sustainable fashion, compared to fast fashion, does not constitute a barrier to the acquisition of sustainable fashion in the Valencian market. Instead, it was identified that the main difficulty lies in deficient communication or ineffective marketing strategies by the brand.Conclusions:Valencian consumers opt for sustainable fashion consumption based on their knowledge of the brand rather than the final selling price. Introducción: El estudio se enfoca en comprender los desafíos actuales en el sector de la comunicación que enfrentan las marcas de moda sostenible en la Comunidad Valenciana. El propósito principal de la presente investigación es entender los paradigmas que experimenta el usuario valenciano al adquirir esta categoría de prendas, para así enfocar la estrategia de comunicación de forma más eficiente. Metodología: Se utilizó un enfoque cualitativo a través del método Delphi, compuesto por un panel de doce expertos del sector de la moda sostenible en el mercado valenciano. Dicho método se llevó a cabo en dos etapas. La primera etapa se centró en identificar variables relevantes, para medir factores relacionados con la elección del consumidor valenciano de moda sostenible. En la segunda etapa, se presentaron los resultados de la primera para que los expertos pudieran buscar un consenso. Resultados: Se determinó que el coste adicional asociado al consumo de moda sostenible, en comparación con la fast fashion, no constituye una barrera para la adquisición de moda sostenible en el mercado valenciano. En cambio, se identificó que la principal dificultad radica en
ISSN:1576-3420
1576-3420