Fast Fashion en e-commerce. Fotografía de  comercio electrónico en lookbooks/catálogos

Marcos  García-Ergüin Maza; Daniel De las Heras

doi:10.5433/1984-7939.2024v21n36p188

Authors

Marcos García-Ergüin Maza University of Burgos https://orcid.org/0000-0002-8876-3584
Daniel De las Heras Pratt Institute https://orcid.org/0000-0001-8706-8857

DOI:

https://doi.org/10.5433/1984-7939.2024v21n36p188

Keywords:

E-commerce, Lookbook, Fast Fashion, Fashion Photography

Abstract

The digital transformation has ushered in a new approach to fashion photography, reshaping traditional lookbooks and catalogues for e-commerce platforms. This paper examines these images within the context of fast fashion brands, specifically focusing on Zara and Shein, to explore the evolution of fashion photography in the digital age. Using a methodological framework that analyzes the display and presentation of garments on these companies' websitesâ€”designed for rapid, instant consumptionâ€”this study identifies the typology of e-commerce images. It further contrasts the photographic techniques employed in digital media with those used in print, revealing the distinct shifts in style and purpose driven by the demands of online retail.

Downloads

Download data is not yet available.

Author Biographies

Marcos García-Ergüin Maza, University of Burgos

PhD of â€‹â€‹Audiovisual Communication at the University of Burgos.

Daniel De las Heras, Pratt Institute

PhD student in Audiovisual Communication, Advertising and RR at the Complutense University of Madrid. Professor at the Escuela Universitaria de Diseño, Innovación y Tecnología de Madrid.

References

BALCHANDANI, Anita; LAU, Benjamin; NGUYEN, Hai-Ly; TOMA, Bogdan. Six vectors of success in online fashion. McKinsey & Company, New York, 20 may, 2021. Disponible en: https://tinyurl.com/4w47s4rf 4. Acceso en: 4 mayo 2023.

BARTHES, Roland. The fashion system. Translated by M. Ward and R. Howard. Berkeley: University of California Press, 1990.

BAUMAN, Zygmunt. Liquid life. Cambridge: Polity Press, 2005.

BOLTER, Jay David; GRUSIN, Richard. Remediation: understanding new media. Cambridge, MA: MIT Press, 1999. DOI: https://doi.org/10.1108/ccij.1999.4.4.208.1

BORDIEU, Pierre; DELSAUT, Yvette. Le couturier et sa griffe: contribution aÌ€ une theÌorie de la magie. Actes de la Recherche en Sciences Sociales, Lyon, França. v. 1, n. 1, p. 7-36, 1975. Hiérarchie sociale des objets. DOI: https://doi.org/10.3406/arss.1975.2447. DOI: https://doi.org/10.3406/arss.1975.2447

CALABRESE, Omar. La fotografía como texto y como discurso. Notas sobre semiótica de la fotografía. EU-topías. Revista de interculturalidad, comunicación y estudios europeos, Geneva, v. 3, p. 15-27, 2012.

CAMPBELL, Colin; SANDS, Seans; TREEN, Emily; MCFERRAN, Brent. Fleeting, but not forgotten: ephemerality as a means to increase recall of advertising. Journal of Interactive Marketing, Amsterdam, v. 56, n. 1, p. 96-105, 2021. DOI: https://doi.org/10.1016/j.intmar.2021.06.001 DOI: https://doi.org/10.1016/j.intmar.2021.06.001

CARR, Chloe. The impact of user-generated content in the fashion industry: A case study of SHEIN and PrettyLittleThing. Connectist: Istanbul University Journal of Communication Sciences, Istanbul, n. 63, p. 27-57, 2022. DOI: http://dx.doi.org/10.26650/CONNECTIST2022-226302 DOI: https://doi.org/10.26650/CONNECTIST2022-226302

CIPOLLONI, Giulia. L'esperienza e l'evoluzione dell'e-commerce nel periodo pandemico. Un modello di business: le strategie di Inditex e l'esempio di Zara. 2023. Tesi (Laurea Magistrale PubblicitaÌ€, Comunicazione Digitale e CreativitaÌ€ D'impresa) - Dipartimento di Comunicazione ed Economía, UniversitaÌ€ Degli Studi Di Modena e Reggio Emilia,

Modena MO, Itália, 2023.

CREWE, Louise. Soft: ware: wear: whereâ€”virtual fashion spaces in the digital age. In: CREWE, Louise. The geographies of fashion: consumption, space, and value. Dublin: Bloomsbury Publishing, 2018, p. 129-155. DOI: https://doi.org/10.5040/9781474286091. ch-007 DOI: https://doi.org/10.5040/9781474286091.ch-007

CROFTON, Stephanie; DOPICO, Luis G. Zara-Inditex and the growth of fast fashion. Essays in Economic & Business History, Exeter EX, UK, n. 25, p. 41-54, 2007.

DE LAS HERAS, Daniel; GARCÍA-ERGÜÍN, Marcos. De la fotografía de moda a la imagen digital del e-commerce: Aproximaciones y estrategias metodológicas hacia un nuevo estilo fotográfico. Comunicación & MeÌtodos, Madrid, v. 4, n. 2, p. 68-84, 2022. DOI: https://doi.org/10.35951/v4i2.168 DOI: https://doi.org/10.35951/v4i2.168

DE PERTHUIS, Karen. Fashion's image: the complex world of the Fashion Photograph. In: BULL, Stephen. A companion to photography. Hoboken, NJ: John Wiley & Sons, 2019. p. 253-274. DOI:https://doi.org/10.1002/9781118598764.ch15 DOI: https://doi.org/10.1002/9781118598764.ch15

DIELEMAN, Marleen. Strategy at shein: the secrets of Ultra-Fast Fashion. Thousand Oaks, CA: Publisher: SAGE Publications: SAGE Business Cases Originals, 2023. DOI: https://doi.org/10.4135/9781529622713 DOI: https://doi.org/10.4135/9781529622713

ENTWISTLE, Joanne. The dressed body. In: EVANS, M., LEE, E. (ed.). Real Bodies. London: Palgrave, 2002. DOI: https://doi.org/10.1007/978-0-230-62974-5_9 DOI: https://doi.org/10.1007/978-0-230-62974-5_9

ENTWISTLE, Joanne; WILSON, Elizabeth. The body clothed, catalogue 100 years of art and Fashion. London: Hayward Gallery, 1998.

FLUSSER, Vilém. Towards a philosophy of photography. London: Reaktion Books, 2000.

FONTCUBERTA, Joan. La furia de las imágenes. Barcelona: Galaxia Gutenberg, 2016.

GHEMAWAT, Pankaj; NUENO, José Luis. ZARA: fast fashion. Boston, MA: Harvard Business School, 2003. v. 1.

GUNDLE, Stephen. Glamour: a history. New York: Oxford University Press, 2008.

HALL-DUNCAN, Nancy. The history of fashion photography. International Museum of Photography at George Eastman House. New York: Alpine Book, 1979.

LIPOVETSKY, Gilles. Los tiempos hipermodernos. São Paulo: Anagrama, 2006.

MARZAL FELICI, Javier. Cómo se lee una fotografía: interpretaciones de la mirada. Madrid: Ediciones Cátedra, 2007.

O'DOHERTY, Brian. Inside the white cube: the ideology of the Gallery Space. Berkeley, CA: University of California Press, 2000.

PECORARI, Marco. Fashion remains: rethinking fashion ephemera in the archive. London: Bloomsbury, 2021. DOI: https://doi.org/10.5040/9781350074798

ROCAMORA, Agnès. Hypertextuality and Remediation in the Fashion Media. Journalism Practice, London, v. 6, n. 1, p. 92-106, 2012. DOI: https://doi.org/10.1080/17512786.2011.622914 DOI: https://doi.org/10.1080/17512786.2011.622914

ROCAMORA, Agnès. Mediatization and digital retail. In: GECZY, Adam; KARAMINAS, Vicki (ed.). The end of fashion: clothing and dress in the age of globalization. London: Bloomsbury, 2019, p. 99-112. DOI:https://doi.org/10.5040/9781350045071.ch-008 DOI: https://doi.org/10.5040/9781350045071.ch-008

SHINKLE, Eugenie. The line between the wall and the floor: reality and affect in contemporary fashion photography. In: SHINKLE, Eugénie. Fashion as photograph: viewing and reviewing images of fashion. New York: I.B. Tauris, 2008. versão online. DOI: https://doi.org/10.5040/9780755696420.ch-015

STRAUSS, David Levi. Photography and belief. New York: David Zwirner Books, 2020.

THE STATE of Fashion 2022. New York: McKinsey & Company; London: The Business of Fashion's - BoF, 2022. Disponible en: https://tinyurl.com/yp7bfxc3. Acceso en: 3 enero 2023.