Prestige Preservation as a Challenge for Digital Strategy: the Case of Networked Fashion Brands in Brazil

Abstract

We analyze the online customer network among 103 fashion brands in Brazil, in order to understand the relationship between prestige (i.e. Fashion Week participation) and network centrality (Bonacich power). An implicit brand-brand network was built, based on the users comments on the brands Facebook pages. We found a negative association between prestige and centrality, which suggests that: (1) high prestige brands occupy highly differentiated niches, and (2) prestige brands are cautious in engaging with online activity, in order to protect their status. We conclude on a discussion on how online network analysis might help Chief Digital Officers in monitoring and influencing the brands online centrality.