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Adolfo Domínguez: The Role of Sustainability on the Social Media Engagement in 2020

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Fashion Communication (FACTUM 2021)

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Abstract

The purpose of this study was to explore if sustainability is a driver for consumer engagement on social media in the case of the Spanish brand Adolfo Domínguez. A mixed methods approach was used in this study. Quantitative analysis was used to analyze and measure the engagement during two communication campaigns about sustainability in 2020. The Fanpage Karma, a social-media monitoring tool, was used to collect the data. Data were analyzed for quantity of Likes, Shares, and Comments (engagement) on Facebook and Instagram. Additionally, a qualitative methodology, deep interview, was used for better understanding the communication strategy in these campaigns. The engagement is mostly higher on the post about sustainability on the social media of the Adolfo Dominguez brand and also has generated a positive impact on the reputation of the brand. This study compares Adolfo Domínguez’s engagement on social media between the post about sustainability and not in the same period of time.

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Author information

Authors and Affiliations

  1. Universitat Internacional de Catalunya (UIC Barcelona), Barcelona, Spain

    Elisa Regadera

  2. University of Navarra, Pamplona, Spain

    Paula Gárgoles

  3. EAE Business School, Barcelona, Spain

    Lucía Pérez

Authors
  1. Elisa Regadera
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  2. Paula Gárgoles
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  3. Lucía Pérez
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Corresponding author

Correspondence to Elisa Regadera .

Editor information

Editors and Affiliations

  1. ISEM Fashion Business School, University of Navarra, Madrid, Spain

    Teresa Sádaba

  2. Università della Svizzera Italiana, Lugano, Switzerland

    Nadzeya Kalbaska

  3. IREST/EIREST, Université Paris 1 Panthéon Sorbonne, Paris, France

    Francesca Cominelli

  4. Institute of Communication Technologies, Universita della Svizzera Italiana, Lugano, Switzerland

    Lorenzo Cantoni

  5. School of Communication, University of Navarra, Pamplona, Spain

    Marta Torregrosa Puig

Appendix 1

Appendix 1

1.1 Questions for Carlos Arjiz, CCOA and VM Director of Adolfo Dominguez

The main objective of this deep interview is to know the main features of AD’s commitment to sustainability in its two communication campaigns: its target audience, the messages, and the impact they have had on the reputation of the brand and in sales.

  1. 1.

    How is sustainability understood in AD at those times? Is it possible to pursue it also in times of pandemic?

  2. 2.

    Is AD’s humanistic management model reflected in your communication in any way?

  3. 3.

    Could it be said that AD has always been sustainable? Is the commitment to sustainability more present in the company’s strategy today than it was years ago, or is it that it now communicates better?

  4. 4.

    While fast fashion brands are frequently focusing their campaigns on end-of-life recycling of clothing or the launch of very specific collections with organic or recycled materials, AD’s latest campaigns around sustainability make a call to a more responsible and conscious consumption, appealing to the durability of the garments and the repetition.

    • What are the goals of the latest campaigns?

    • Have they all been designed by CHINA Advertising Agency?

    • Were they intended to be released separately, progressively, and concatenated?

  5. 5.

    Already in 2018 in the “Be older” campaign, older people appeared together with a Manifesto demanding the wisdom of old age. From which it is deduced that the brand is also wanting to address a wide audience of ages. What characteristics does the current AD consumer target have? Do you think that older people also connect with these values of sustainability?

  6. 6.

    In February 2020, AD launched the #OldCloth campaign—also accompanied by a contest—where issues such as the length of the seasons are questioned, whether repeating is in bad taste or whether the new is the best. Then, with the “Repeatmore” campaign (September 2020), the brand has launched the message “Repeat more. You need less. Be older” plus a Manifesto. We wonder how these campaigns are impacting public opinion and your clients:

    • Have you been able to measure its impact in any way?

    • Was your objective really to sell more or to impact brand reputation by associating the brand with these values?

    • Has there been an increase in turnover after the campaigns?

  7. 7.

    #Repeatmore is the last campaign of 2020. Something new is done: ask the consumer to repeat the AD garments with other brands from luxury like Chanel, Balenciaga, or Prada to COS to ZARA or H&M and sportswear brands like Nike or Adidas. This is something that no one in fashion has ever done before.

    • Was there any kind of internal resistance to approve this campaign?

    • Could you have measured the results?

  8. 8.

    We would like to know in a summarized way:

    • The main objectives of AD around transparency, traceability, and the contribution to the circular economy.

    • What production percentages do the brand currently have in other countries and if you plan to bring the production of your garments closer to Spain.

  9. 9.

    According to author Dana Thomas in her latest book Fashionopolis, the future and hope for fashion and sustainability lie in technology. Do you agree?

  10. 10.

    One of the biggest trends in brand reputation is the purpose-driven businesses. What is the purpose of Adolfo Domínguez? What would be the brand’s legacy aspire to leave in the fashion industry?

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Regadera, E., Gárgoles, P., Pérez, L. (2021). Adolfo Domínguez: The Role of Sustainability on the Social Media Engagement in 2020. In: Sádaba, T., Kalbaska, N., Cominelli, F., Cantoni, L., Torregrosa Puig, M. (eds) Fashion Communication. FACTUM 2021. Springer, Cham. https://doi.org/10.1007/978-3-030-81321-5_13

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