JTAER, Vol. 19, Pages 188-208: Evolution of Men’s Image in Fashion Advertising: Breaking Stereotypes and Embracing Diversity

Journal of Theoretical and Applied Electronic Commerce Research doi: 10.3390/jtaer19010011

Authors: María Jesús Carrasco-Santos Carmen Cristófol-Rodríguez Ismael Begdouri-Rodríguez

This research study explores the representation of men in fashion advertising and investigates whether societal and fashion evolution has contributed to a departure from traditional stereotypes. The research methodology comprised three phases: content analysis, surveys, and in-depth interviews with an expert panel, examining how men’s clothing has been communicated in fashion over a span of 50 years, with a focus on three renowned brands: Lacoste, Burberry, and Hugo Boss. The findings reveal a notable shift in fashion advertising targeting men, characterized by increased racial diversity among models and a more diverse depiction of attitudes and poses. However, homosexual or bisexual couples remain largely unrepresented. The study highlights the influence of advertising on shaping the image of the “new man”, evident through the diminishing gender boundaries in clothing and accessories and the persistent struggle to break free from stereotypes. The study underscores the significance of ongoing efforts to promote diversity and inclusivity in fashion advertising.

JTAER, Vol. 18, Pages 1020-1040: A Luxury Tourist Destination in Housing for Tourist Purposes: A Study of the New Airbnb Luxe Platform in the Case of Marbella

Journal of Theoretical and Applied Electronic Commerce Research doi: 10.3390/jtaer18020052

Authors: María Jesús Carrasco-Santos Andrea Peña-Romero Daniel Guerrero-Navarro

Marbella has a wide range of luxury property rentals, which are the subject of study within the framework of the collaborative economy, where the Airbnb platform stands out as the most used channel. This research focuses on the analysis of the total number of luxury villas offered in Marbella by Airbnb Luxe and Luxury Retreats. The methodology was carried out in four phases: the first phase involved a review of the literature on tourism and luxury and a study of Marbella as a luxury destination. The second phase focused on the analysis of the types of accommodation that Marbella offers. The third phase focused on the collection of data from the analyzed platform: Airbnb Luxe and Luxury Retreats. Finally, qualitative research consisting of in-depth interviews with owners and real estate agents focused on the luxury sector in Marbella was carried out. The results obtained yield relevant conclusions: Marbella is one of the main luxury holiday destinations in Spain, and the most demanded type of luxe accommodation in Marbella is large luxury villas. The term ‘luxury’ can be subjective, referring to such things as the visible and non-visible aspects that determine the category of a luxury property, hence the need to carry out a study on the luxury segment to establish a precise definition.