El Marketing Digital en la industria de la moda antes y después del COVID 19.

Abstract

Before the global outbreak, fashion brands primarily focused on traditional marketing strategies such as fashion shows, print magazines, and television advertisements. However, with the arrival of the pandemic, there was a massive acceleration towards the digital world. During the COVID 19 crisis, many physical stores were forced to close, and consumers turned massively to online shopping. This led to an exponential increase in the importance of digital marketing in the fashion industry. Brands had to quickly adapt, focusing on e commerce strategies, social media, influencers, and content marketing to reach their target audience. Social media became a virtual showcase for fashion brands, allowing for product promotion, interaction with consumers, and brand awareness generation. The use of influencers intensified as they became product ambassadors and generators of relevant content for the target audience. Furthermore, e commerce became a priority for fashion brands as physical stores remained closed or restricted. Online stores were updated and improved to offer a more attractive and convenient digital shopping experience.C