Youtube as a strategic marketing tool for fashion: analysis of the official channel What the chic in 2015

The emergence in recent years of new media such as YouTube, has given rise to a different interaction with the audience. Often it is said that traditional media no longer produce the same effect on the audience and that is because now people are looking for easier and interactive ways to access information. The aim of this paper is to study what the potential of Youtube as a marketing tool in the service of fashion in Peru. Thus we have made a content analysis that has taken as a case study the Youtube channel What the chic. To proceed with the observation in the construction of the contents of that channel, we used variables as topics of publication, branding and trademarks.