Fortalecimiento de la moda sostenible a través del marketing digital
Corporación Universitaria Minuto de Dios - UNIMINUTO
En el contexto actual, donde la conciencia ambiental y las demandas de los consumidores están en constante evolución, este estudio examina la convergencia entre la moda sostenible y el marketing digital. Se seleccionaron estas experiencias debido a su relevancia en la promoción de prácticas sostenibles y su impacto en la industria de la moda y la economía. El propósito de esta sistematización es analizar cómo las redes sociales y el marketing digital desempeñan un papel crucial en la promoción de la moda sostenible y la reducción del impacto en los recursos naturales. Para ello, se empleó un método de análisis cuantitativo, incluyendo el estudio de casos y encuestas a consumidores. Las principales lecciones aprendidas destacan la importancia de las plataformas de redes sociales como herramientas para la transparencia y la fidelización del cliente, apoyando los principios de la economía circular. Además, se observó que las colaboraciones con influencers pueden aumentar significativamente la visibilidad de las prácticas sostenibles y que la transparencia en la comunicación de la marca es vital para ganarse la confianza del consumidor. Los hallazgos subrayan el papel crítico del marketing digital en el avance de la sostenibilidad en la industria de la moda y la lucha contra el cambio climático, sugiriendo implicaciones prácticas para las marcas que buscan mejorar sus esfuerzos sostenibles.
In the current context, where environmental awareness and consumer demands are constantly evolving, this study examines the convergence between sustainable fashion and digital marketing. These experiences were selected due to their relevance in promoting sustainable practices and their impact on the fashion industry and the economy. The purpose of this systematization is to analyze how social media and digital marketing play a crucial role in promoting sustainability and reducing the impact on natural resources. For this, a quantitative analysis method was used, including case studies and consumer surveys. The main lessons learned highlight the importance of social media platforms as tools for transparency and customer loyalty, supporting the principles of the circular economy. Additionally, it was observed that collaborations with influencers can significantly increase the visibility of sustainable practices and that transparency in brand communication is vital for gaining consumer trust. The findings underline the critical role of digital marketing in advancing sustainability in the fashion industry and combating climate change, suggesting practical implications for brands seeking to improve their sustainable efforts
In the current context, where environmental awareness and consumer demands are constantly evolving, this study examines the convergence between sustainable fashion and digital marketing. These experiences were selected due to their relevance in promoting sustainable practices and their impact on the fashion industry and the economy. The purpose of this systematization is to analyze how social media and digital marketing play a crucial role in promoting sustainability and reducing the impact on natural resources. For this, a quantitative analysis method was used, including case studies and consumer surveys. The main lessons learned highlight the importance of social media platforms as tools for transparency and customer loyalty, supporting the principles of the circular economy. Additionally, it was observed that collaborations with influencers can significantly increase the visibility of sustainable practices and that transparency in brand communication is vital for gaining consumer trust. The findings underline the critical role of digital marketing in advancing sustainability in the fashion industry and combating climate change, suggesting practical implications for brands seeking to improve their sustainable efforts
Analizar y proponer estrategias de marketing digital para fomentar la viabilidad del mercado de a industria textil sostenible en Colombia.
Recursos Naturales, Cambio Climatico, Moda
Gutierrez, J. (2024). Fortalecimiento de la moda sostenible a través del marketing digital. (Trabajo de grado). Corporación Universitaria Minuto de Dios - UNIMINUTO.
