The Incursion of English as a Marketing Strategy in the Spanish Fashion Brands on Instagram
(A2021-94673)

AUTHORS

Joana Longo, ESIC Business & Marketing School; Paula Suarez Alvarez-Hevia, Esic Business and Marketing School; Ana Ortega, ESIC Business & Marketing School

ABSTRACT

Faced with the evidence that English is increasingly gaining dominance in online sales in the Spanish fashion industry, the incursion of this foreign language in 50 Spanish brands was studied, both on their Instagram account and on their correspondent website (Spanish version). After categorizing these 50 brands according to five levels of English language dominance, the type of loanwords or borrowed expressions were analyzed from two different sources: their online store, (the website of the brand in its Spanish version) and their Instagram account. The total number of registered entries in English was 6,062 in web content, and 36,489 in Instagram content. but also the type of anglicisms used in Spanish were predetermined to achieve the brand image purpose.