Feito na Paraíba, com amor : estratégias de comunicação digital por marcas de moda em João Pessoa (PB).

Abstract

Fashion brands have been utilising social media to communicate with their overall public, since the promotion of their collections to selling the products. In Paraíba, this method is one of the ways for the brands to achieve acknowledgement and visibility in the local scene. Once observing the importance of these virtual channels to the fashion field, this work aims to undertake an overview of the digital communication made by the fashion brands Lerita, Soé and Viva Celina in João Pessoa (PB) to emphasize the local idendity. For that purpose, it was used the Content Analysis (FRANCO, 2008) and Content Analysis Applied to a Fashion Brand (GRASSI; MARQUES, 2018). Through the virtual strategies observed in the social network Instagram, it is possible to note that the fashion brands of Paraíba strengthen local productive arrangements and the demographic aspects of the state, contributing for the enhancement of idendity and for the local development.