<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2683-2208</journal-id>
<journal-title><![CDATA[Revista panamericana de comunicación]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. panam. comun.]]></abbrev-journal-title>
<issn>2683-2208</issn>
<publisher>
<publisher-name><![CDATA[Centros Culturales de México A.C., Universidad Panamericana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-22082023000100099</article-id>
<article-id pub-id-type="doi">10.21555/rpc.v5i1.2870</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Identidad y gestión de cambio en la industria de la moda]]></article-title>
<article-title xml:lang="en"><![CDATA[Identity and change management in the fashion industry]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[García Barriga]]></surname>
<given-names><![CDATA[María]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Politécnica de Madrid  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2023</year>
</pub-date>
<volume>5</volume>
<numero>1</numero>
<fpage>99</fpage>
<lpage>106</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-22082023000100099&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-22082023000100099&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-22082023000100099&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: Las teorías existentes sobre las dinámicas de la moda giran en torno a la decadencia y la desaparición de unos productos y al nacimiento de otros nuevos (Rogers, 1962), pero ¿esto sucede de verdad?, ¿los productos de moda y su mensaje desaparecen por completo cuando se cumple su ciclo de vida? o ¿encajan estos modelos dentro de la realidad actual orientada a la economía circular y al progreso de la inteligencia artificial? La moda no sólo puede entenderse como un mensaje visual (Barthes,1983) en forma color y textura que comunica la identidad, verdadera o falsa, de quien la porta; sino que, como campo interdisciplinar y poliédrico que es (Kaiser, 2012) puede filtrarse desde una perspectiva de negocio como un &#8220;río que nunca deja de fluir&#8221; (Stone, 2008) a la orilla de un ecosistema de mercado cuyas marcas desarrollan identidades individuales (Aaker, 1997) que representan a una identidad colectiva o social (Simmel, 1971) para construir y mantener su valor a través de un objeto visual en la mente del consumidor. A diferencia de otras disciplinas, la identidad de las marcas de moda se compone de un sistema de atributos en constante transformación (Collins y Porras, 1994) y, por eso, el cambio coherente y consistente en los atributos de identificación y diferenciación (Saviolo, 2000) de una marca ha de gestionarse en movimiento, no a través de un sistema estático anclado a un tiempo y a un espacio concretos (Kapferer, 2008), basado en la obsolescencia programada de las prendas de ropa (Rogers, 1962), como el que hemos conocido hasta ahora. Esta reflexión teórica tiene como objetivo profundizar en el modo en el que estamos enfocando el ciclo de vida del producto en las firmas de moda y es una &#8220;llamada a la acción&#8221;, tal y como proponen los doctores Wanik y Bazaki, (2023) sobre la necesidad de nuevos modelos de difusión de las innovaciones y desarrollo de producto en la industria de la moda.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: Existing theories about the dynamics of fashion revolve around the decline and disappearance of some products and the birth of new ones (Rogers, 1962), but does this really happen? Do fashion products and their message completely disappear when their life cycle is complete? Do these models fit within the current reality oriented towards the circular economy and the progress of artificial intelligence? Fashion can not only be understood as a visual message (Barthes, 1983) in the form of color and texture that communicates the true or false identity of the wearer; but, as an interdisciplinary and multifaceted field that it is (Kaiser, 2012) it can filter from a business perspective like a &#8220;river that never stops flowing&#8221; (Stone, 2008) at the edge of a market ecosystem whose brands develop individual identities. (Aaker, 1997) that represents a collective or social identity (Simmel, 1971) to build and maintain its value through a visual object in the mind of the consumer. Unlike other disciplines, the identity of fashion brands is made up of a system of attributes in constant transformation (Collins &amp; Porras, 1994) and, therefore, the coherent and consistent change in the attributes of identification and differentiation (Saviolo, 2000) of a brand must be managed in motion, not through a static system anchored to a specific time and space (Kapferer, 2008), based on the programmed obsolescence of clothing items (Rogers, 1962), as the that we have known so far. This theoretical reflection aims to deepen the way in which we are approaching the product life cycle in fashion brands and is a &#8220;call to action&#8221;, as proposed by Wanik &amp; Bazaki, (2023), on the need for new models of diffusion of innovations and product development in the fashion industry.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[venta al por menor de moda]]></kwd>
<kwd lng="es"><![CDATA[marca]]></kwd>
<kwd lng="es"><![CDATA[identidad corporativa]]></kwd>
<kwd lng="es"><![CDATA[modelos de innovación]]></kwd>
<kwd lng="es"><![CDATA[diseño de ciclo de vida de producto]]></kwd>
<kwd lng="en"><![CDATA[fashion retailing]]></kwd>
<kwd lng="en"><![CDATA[branding]]></kwd>
<kwd lng="en"><![CDATA[corporate identity]]></kwd>
<kwd lng="en"><![CDATA[innovation models]]></kwd>
<kwd lng="en"><![CDATA[life cycle product&#8217;s design]]></kwd>
</kwd-group>
</article-meta>
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