Gargoles, Paula
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Preferred name
Gargoles, Paula
Official Name
Gárgoles Saes, Paula María
Alternative Name
pgargoles
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ORCID
Scopus Author ID
57483774900
Researcher ID
DRC-9504-2022

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The evolution of the podcast as a marketing tool in fashion luxury brands

2023 , Gargoles, Paula , Garcia Hiljding, Isabel , Universidad Panamericana. Campus Ciudad de México. Escuela de Comunicación

March 2020 changed the history of the world. And it also changed the fashion luxury industry. A virus attacked the whole world, whole nations were in look down and time stopped. This study’s aim is to examine how the brands used their podcasts as a marketing tool during the periods of pre-COVID and post-COVID. The four selected fashion luxury brands were: Chanel, Hermés, Dior and Gucci. Additionally, this study also aims to identify the frames, the longevity, the duration, related media and the language used and to compare them before march 2020 and after in order to understand how the podcasts are becoming a successful strategic marketing tool for luxury brands and if these brands have changed and modified their content due to the pandemic. In conclusion of the study and after analyzing the four podcasts of the world’s leading fashion luxury brands, it can be said that we have not detected significant changes in the way the podcast is managed by the brands or the content broadcasted, between pre- and post-COVID episodes.

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The Power of Consumers on Social Media: A Case Study of Balenciaga’s Crisis Communication

2023 , Gargoles, Paula , Ambás, Gabriela

The French luxury brand, Balenciaga, recently faced its most important communication crisis. On November 16th 2022, the brand released its holiday gifting campaign featuring children surrounded by sadomasochism-inspired teddy bears/handbags and received immediate backlash from the public, who accused the brand of sexualizing children and promoting pedophilia. The outrage went viral on social media - mainly on Tiktok - with the hashtags #burnbalenciaga and #cancelbalenciaga, which have accumulated more than 300 million views. Balenciaga suffered an incalculable damage on its reputation, having two flagship stores vandalized and a viral online boycott. This investigation follows the case study methodology, by analyzing the timeline of events, the brand’s statements and response, the viral effect of the boycott on social media and the ultimate affectations that the brand underwent due to the crisis. The conclusions reveal that on one hand there are some social anethical boundaries that not even well-positioned and beloved brands can afford to cross, and that slow, unclear and unaccountable answers compose a terrible strategy of crisis management, and on the other hand, the power of consumers on social media has gained enough strength to damage brands like Balenciaga.

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Editorial [al año 5, número 1 de la Revista Panamericana de Comunicación].

2023 , Gargoles, Paula , Universidad Panamericana. Campus Ciudad de México. Escuela de Comunicación

Escribo este editorial cuando el cantante Pharrell Williams se ha convertido en el director creativo de la línea de hombre de Louis Vuitton. La marca de lujo más grande del mundo no ha buscado a un diseñador con experiencia y técnica sino a una mega estrella que está en contacto con otros mundos. De hecho, la Maison se denomina a sí misma como una marca cultural. La firma francesa con más de un siglo ha entendido que no vende ropa ni accesorios, sino que vende pro-ductos culturales capaces de conectar con identidades y estilo de vida. Con este enfoque, nuestra revista ha buscado reflexionar y discutir desde la academia sobre cómo las marcas de moda y lifestyle están comunicando y conectando con sus potenciales clientes dentro del panorama social, cultural e incluso político. Estamos orgullosos de las ocho investigaciones que se han realizado en la sección monográfica y de cómo la universidad Panamericana está impulsando la investigación académica de la moda desde la perspectiva de la comunicación. Han intervenido 10 investigadores de 4 nacionalidades: México, España, Suiza y Brasil.

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Study of Spanish Brands on Sustainability and Reputation in the Fashion Sector

2022-02-08 , Gargoles, Paula , Grilec, Alica , Sejdini, Mirjana

A company’s reputation is heavily influenced by sustainability. Furthermore, the recent pandemic has made us more aware of the social dimension of sustainability. Herein, fashion brands also have a role in collaborating and generating a positive impact on society. Hence, the focus of this paper is to examine if sustainability is associated with a company’s corporate reputation among real customers. An analysis of 10 Spanish fashion brands has been conducted, measuring the impact of sustainability on their corporate reputation. Data for this study was collected by surveying 500 Spanish consumers online and quantitative analysis was performed with Partial Least Squares (PLS) v.3.2.7 software. The empirical study does not validate that sustainability positively affects the reputation of Spanish fashion brands, while companies were evaluated negatively when it came to social responsibility or enhancing society. Nevertheless, the company received positive feedback on its environmental stewardship. The other results show that reputation does have a positive effect on trust. It is the most significant direct effect that occurs in the present study. Also, trust has a positive impact on loyalty in Spanish fashion brands.

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