IV.
Communication Background
L
oewe is very active on social media
Loewe’s latest ads feature Penelope Cruz are
platforms,, Instagram, Facebook and
coherent with the brand’s previous campaigns.
Pinterest. It should continue to be
It is important to always have a link to Spain
active on these social media platforms as it
in the advertising. It is risky to use celebrities
will continue to bring in a fresh image for the
as they have a reputation and are not always
brand, and attract younger consumers. It also
liked by all. However, Loewe can continue to
shows that the brand is current and up to date.
connect to Spain through the styling, location, and mood set in its advertising and other
The brand needs to continue to make steps to rebuild its image on YouTube after its Collecion Oro video failure. Perhaps behind the scenes videos of photoshoots and advertisements would help to alleviate the damage done on YouTube and to alleviate any remaining tension.
communication.