The impact of visual graphic elements of the online fashion ADS campaigns on the consumer browsing/buying decision

Abstract

This study focuses on analyzing the quality and relevance of the online advertising information of a top group of fashion brands that activates in the bridal sector and market their luxury products in: Spain, Italy, France, and UK. The following issues have been analyzed: the quality of the advertising campaign and the typology of the models. Based on the results obtained, it was noted, according to each country, the existence of conceptual, visual and stylistic elements common to each brand that were considered and manipulated in a different degree of complexity. Some brands have managed to impose a well-defined stylistic and efficient identity, others less.