Fashion in Actions on Social Media – Spanish SME Fashion Brands Case Studies

Fashion is one of the most vibrant sectors in Europe and important contributors to the European Union (EU) economy. In particular, Small and Medium Enterprises (SMEs) play a major part in European fashion industry (EU 2012). Just like fashion, where people¿s style has inherently meant to be shared as it is foremost a representation of one¿s self-image, social media allow the reflection of ones' personality and emotions. Although fashion practitioners have embraced social media in their marketing activities, it is still relatively few known at an academic level about the specificities of fashion industry when approaching social media marketing (SMM) strategies. This study sets out to explore fashion companies' SMM strategy and its activities. From an exploratory approach, we present case studies of two Spanish SME fashion companies, anonymously named hereafter as Company A and Company B, to deepen our understanding on how fashion brands implement their SMM strategy. Company A offers high-end fashion products while Company B produces medium fashion products. We analyzed the case studies using qualitative (interviews to companies' executives) and a mix of qualitative and quantitative (content analysis of companies' social media platform) methods. Public posts data of both companies' Facebook brand pages were used to perform the content analysis. Our findings through case studies of the two companies reveal that branding-oriented strategic objectives are the main drivers of their SMM implementations. There are significant differences between both companies. The main strategic action employed by Company A is engaging customers to participate into brand's offline social gathering events by inviting them through social media platform, while Company B focuses its effort on posting product promotion related contents and engaging influencers such as fashion bloggers. Our results are expected to serve as a basis of further investigations on how SMM strategy and strategic actions implemented by fashion brands may influence marketing outcomes.

Dan Kiley en la casa Miller

El propósito de esta tesis es estudiar los aspectos fundamentales de la obra del paisajista norteamericano Dan Kiley a través del ejemplo de la casa Miller en Columbus, Indiana. A la hora de abordar el estudio se ha tratado por una parte de estudiar y explicar cuánto hay de relevante en esta obra, pero también de situarla en su contexto. Éste es, además, múltiple: el de la obra, de su autor, el del lugar en que se encuentra y el del momento cultural e histórico en que se produce. En el caso de la casa Miller, la autoría es compartida, y el resultado final, como ocurre en muchos casos de viviendas unifamiliares, responde a un carácter coral, en el que los protagonistas son varios, con mayor o menor influencia, pero indispensables todos ellos en la visión final de conjunto. El primero de los aspectos a considerar son los antecedentes que la han hecho posible ya que el entorno que conforma el universo de Dan Kiley hasta llegar a Columbus es fundamental para entender las circunstancias de partida de una obra como la casa Miller: sus años previos a la universidad, su particular relación con el paisaje a través de sus diferentes trabajos, su extenso conocimiento de las especies de plantas y la experiencia acumulada trabajando para Warren Manning, como la formación basada en la enseñanza, herencia de Olsmted y de las Bellas Artes. Después, sus compañeros de Harvard Eckbo y Rose, la influencia dentro de la universidad tanto de Walter Gropius como de los paisajistas Thomas Church o Christopher Tunnard y de los jardines realizados en Europa durante las primeras décadas del siglo XX conocidos a través de las publicaciones y de la arquitectura de Mies van der Rohe. Años más tarde, después de haber abandonado Harvard, la decisiva influencia de Eero Saarinen y también la de sus relaciones con los diversos colaboradores, los primeros viajes a Europa y con ello la posibilidad de visitar las grandes obras de Le Nôtre. Por otro lado, y en paralelo, la biografía de Irwin Miller, propietario de la casa, nos lleva hasta el momento en el que se ponen en contacto las tres figuras clave para el inicio de las obras (Miller, Saarinen y Kiley) terminando de situar a la casa Miller en el contexto biográfico de su creación. El análisis del lugar, una ciudad tan especial como Columbus, nos remite continuamente a la figura de Irwin Miller, manteniendo siempre una relación indisoluble entre este singular patrono y su ciudad, materializada en la creación del Architecture Program. La primera parte del trabajo aborda estos temas, alternando entre una figura y otra, aunque todas las partes se encuentran ligadas entre sí. En la segunda parte de la tesis se analiza en profundidad primero la casa Miller y después con una mayor precisión los jardines: su esquema compositivo general, sus tres partes diferenciadas y dentro de ellas las sucesivas subpartes que las componen. El análisis se estructura en tres fases: una primera descriptiva del desarrollo del proyecto hasta su materialización en la obra, la siguiente que analiza lo realmente ejecutado y por último los cambios sufridos a lo largo del tiempo. En cuanto al análisis propio de la casa y los jardines, la información de los planos, así como de las fotografías familiares, junto con las imágenes más oficiales de la casa pertenecientes a Ezra Stoller y Balthazar Korab, permitirá conocer los cambios producidos a lo largo del tiempo debidos a diversos factores, como el cambio de criterio en cuanto al uso o decisiones personales del matrimonio Miller: sustitución de plantas y árboles, desaparición de elementos curiosos como las cascadas del techo de uno de los porches, o aparición de elementos singulares que formaran parte de las visiones ya clásicas de la casa, como la escultura de Henry Moore. La tercera parte de la tesis describe la influencia de los jardines de Le Nôtre en el jardín de la casa Miller, gracias a la utilización y adaptación de numerosos recursos del jardín barroco francés, y se configura, junto con el análisis de las obras de jardín doméstico más significativas de Kiley en su obra posterior a la Miller, como el análisis final de todo el trabajo. La utilización de estos instrumentos depurados bajo una estética formal propia del movimiento moderno tiene una singularidad única en los jardines de la Miller, y a pesar de que a lo largo de su carrera Dan Kiley convirtió esta utilización en una constante, no logró la armonía demostrada en esta residencia de Columbus en ninguno de los jardines posteriores en cuanto a forma, escala, relación entre las partes, respuesta a las necesidades de uso y de evolución a lo largo del tiempo. ABSTRACT The purpose of this thesis is to study the fundamental aspects of the work of the american landscape architect Dan Kiley through the example of the Miller House in Columbus, Indiana. When addressing the study it was treated on the one hand to study and explain how much is relevant in this work, but also put it into context. This is also multiple: the work, its author, the place where it lands and the cultural and historical context in which it occurs. In the case of the Miller house, the authorship is shared, and the end result, as in many cases houses, responds to a coral nature, in which the protagonists are several, with more or less influence on it, but indispensable all of them in the final overview. The first aspect to be considered are the antecedents that made it possible, because the environment which forms the universe of Dan Kiley to reach Columbus is essential to understand the circumstances of departure for a work like the Miller house: his previous years of college, his particular relationship with the landscape through his different jobs, his extensive knowledge of species of plants and the accumulated experience working for Warren Manning, and also the training based on Olmsted and Beaux Arts heritage . After that, his Harvard fellows Eckbo and Rose, the influence from Walter Gropius Thomas Church and Christopher Tunnard within the university, and also the landscape and garden made in Europe during the first decades of the twentieth century known through publications and the architecture of Mies van der Rohe. Years later, after leaving Harvard , the decisive influence of Eero Saarinen and also his relationships with various partners, the first trips to Europe and therefore the opportunity to visit the great works of Le Nôtre. On the other hand, and in parallel, Irwin Miller´s biography, owner of the house, takes us to the time when the three key figures come into contact to the start the construction (Miller, Saarinen and Kiley) putting the Miller house into the biographical context of its creation. The analysis of the place, a very special city like Columbus, continually refers us to Irwin Miller´s figure while maintaining an indissoluble relationship between employer and this unique city, materialized in the creation of the Architecture Program. The first part of the work deals with these issues, alternating between one figure and another, although all parties are linked. The second part of the thesis analyzes in depth Miller´s house and then with greater precision the gardens: its overall compositional scheme, its three distinct parts and within them the successive subparts that compose the garden The analysis is divided into three phases: the first one is focused in the project development to its materialization in the final work, the second one which analyzes what is really executed and finally the changes undergone over time. As for the own analysis of the house and gardens, the information drawings, as well as family photographs, along with the official pictures of the house belonging to Ezra Stoller and Balthazar Korab, will reveal the changes throughout time due to various factors, as the change in criterion for the use, or Miller´s marriage personal decisions: replacement of plants and trees, disappearance of curious elements like waterfalls roof of one of the porches, or appearance of single elements that now have become part of the classic visions of the house, like the sculpture of Henry Moore. The third part of the thesis describes the influence of the gardens of Le Nôtre in the garden of Miller´s house, through the use and adaptation of numerous resources from the French Baroque garden, and it is configured as the final analysis of of the work, also with the description of Kiley´s most significant post-Miller one family housing gardens. The use of these released under its own formal aesthetics of modernism instruments has a unique singularity in the gardens of the Miller´s , and although Dan Kiley turned this use in a constant throughout his career, he never got to the harmony demonstrated in Columbus residence in any of the later gardens in form, scale, relationship between the parties, responding to the needs of use and evolution over time.