This thesis endeavors to explore how the low-price brand Eldorado utilizes semiotic symbols associated with luxury attributes in its visual presentations of clothing collections on Instagram. Grounded in a Western perspective, this inquiry unfolds within the backdrop of contemporary economic crises and their impact on consumer behavior. The subsequent section of the thesis delves into the effects of influencer marketing on brand perception and status construction. The visual analysis comprises twelve screenshots of Eldorado’s clothing collections on Instagram, spanning four different campaigns between 2020 and 2023. Delimited to specific categories such as clothing, accessories, and the spatial arrangement of models relative to props and surroundings, this visual material draws upon Gillian Dyer’s categorizations for decoding visual signs. Employing a qualitative approach rooted in the interpretivist paradigm, this study scrutinizes the material through a semiotic lens informed by the perspectives of Roland Barthes and Gillian Rose. Additionally, structured interviews with two influencers elucidate their collaboration with Eldorado and offer insights into influencer marketing as a broader marketing strategy. The analysis also draws on Pierre Bourdieu’s theory of diverse forms of capital, Stuart Hall’s representation theory, and fashion theories. By addressing the research inquiries —”How does Eldorado communicate the representation of luxury through their clothing collections campaigns on Instagram?” and “What role does influencer marketing have in Eldorado’s communication strategy?”— the findings suggest that Eldorado employs creative strategies akin to those of luxury brands, cleverly parodying them to carve out a distinct niche in the market. Additionally, the integration of influencer marketing augments the low-cost brand’s stature, as followers aspire to associate with influential profiles. Ultimately, the thesis proposes viable avenues for future exploration within the field.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mau-68308 |
| Date | January 2024 |
| Creators | Rosberg, Andrea |
| Publisher | Malmö universitet, Institutionen för konst, kultur och kommunikation (K3) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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