Fashion, Digital Communication and Social Context: Croatian Brands between Instagram and the Global System
DOI:
https://doi.org/10.62598/JVA.12.1.2.24Keywords:
fashion communication, Instagram, digital branding, Croatian fashion brands, sociology of fashion, world-systems theoryAbstract
Purpose: This paper examines how Croatian fashion brands employ Instagram as a communication
tool to build identity and visibility within the global fashion system, with particular attention to how digital
communication can enhance recognition despite the structural constraints of semi-peripheral markets.
Design/Methodology/Approach: The study applies a mixed content analysis that combines quantitative
engagement metrics (likes, comments, views) with qualitative interpretation of visual and narrative strategies.
A sample of posts from three brands—IZAKOVA, KLISAB, and eNVy room—was analyzed for the period
January–March 2025, following the typology of Russmann and Svensson (2016) and the visual categories of
Kusumasondjaja (2019).
Findings: Results indicate that posts combining aesthetic appeal with personal storytelling and celebrity
collaborations achieve the highest levels of engagement, whereas purely promotional content attracts less
interest. IZAKOVA achieved the highest average engagement, KLISAB distinguishes itself through artistic
campaigns, and eNVy room builds visibility through luxury aesthetics and international recognition.
Originality: By integrating sociological theories of fashion with communication studies, the paper contributes
to understanding Instagram as both a branding tool and a cultural arena. It highlights how brands from semiperipheral
contexts seek global visibility while facing systemic limitations in production and distribution.
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