Business, Management and Accounting
5 years ago

Fashion brands revolutionize marketing with global co-creation strategy on social media.

Resources
Open Collaboration as Marketing Transformation Strategy in Online Markets: The Case of the Fashion Sector
Carlota Lorenzo‐Romero, María Cordente-Rodríguez, María‐del‐Carmen Alarcón‐del‐Amo

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Companies in the fashion industry are using social media to connect with consumers globally. By involving consumers in the creation process, companies can better meet their needs and preferences. Spanish firms in the fashion sector are embracing this approach to marketing, shifting from offering collective solutions to individualized responses. This shift is helping companies improve their global marketing strategies and better engage with international markets.