Análisis de la estrategia publicitaria utilizada por la marca de vestuario femenino “ELA” en sus plataformas digitales durante la pandemia entre los años 2020 y 2021

Abstract

The research exposes the analysis of the advertising strategy of the brand women's clothing “ELA” on its digital platforms, of the above bearing in mind the problem caused by the juncture of Covid-19 towards brands in the textile industry, specifically to the fashion system in Colombia. In front of which it was proposed the objective of analyzing the advertising strategy used by the women's clothing brand “ELA” on its digital platforms during the pandemic between 2020 and 2021. To develop this objective, it was established a mixed approach, through a descriptive, documentary and explanatory research, applying the analytic-synthetic, ethnographic and descriptive methods. The development of this project was initially based on the analysis of the digital platforms used by the brand through nethnographic observation. On the other hand, tools such as interviews and surveys were implemented to know the scope and level of influence of the brand on its users. And it ended with the evaluation of campaigns of women's clothing brands, which were later compared with the campaign of the “ELA” brand, finding very significant data that gave light and guidance to the specific objectives raised in the investigation