This project examines how the social media persona Oscar PR Girl constructed a humanized luxury brand identity for Oscar de la Renta. To understand this issue, the article considers branding literature focused on luxury brand marketing via social media, then details a textual analysis of Oscar PR Girl content across four social media accounts (Tumblr, Instagram, Twitter, and Pinterest) between February 1 and March 31, 2015. The findings of this analysis address Oscar PR Girl’s use of social media as a powerful branding tool, at a time when luxury marketers grapple with how to participate in ubiquitous, inclusive social media but also maintain a brand’s exclusivity.
About the presentersKaitlyn M Smith
Kaitlyn Smith is a recent graduate from Drexel University, where she received a B.A. in Communications.
Jordan M. McClain
Jordan McClain, PhD, has enjoyed serving MAPACA since 2011 in various roles: President, Board member, founding VP of Communications, founder and chair of the Journalism and News Media area, co-chair of the Music area, co-founder and co-chair of the Professional Development area, peer reviewer for the journal Response, peer reviewer for the journal Mid-Atlantic Almanack, and founder of the Popular Culture Crash Course.
Myles Ethan Lascity
Myles Ethan Lascity is an assistant professor of journalism at Southern Methodist University. He holds a doctorate in Communication, Culture and Media from Drexel University and a a master’s in Visual Culture/Costume Studies from New York University. His research interests include fashion branding and media consumption.