The study aims to analyze and compare how fashion brands of different categorization communicate in Instagram. Six global brands (Zara, H&M, Prada, Gucci, Nike, and Adidas) are chosen to be analyzed due to their different type/category of brands and their worldwide recognition. Netnography concept and method is used to conduct the data collection and data analyze during a period of time of six mouth. The results show that overall fast fashion brands (Zara and H&M) emerge to be more effective than other fashion categories in online communication. The Haute-de-couture brands (Prada and Gucci) reveal to be very similar in the way they communicate, demonstrating a good level of interactivity with consumers. The Sports brand (Nike and Adidas) have a low level of communication with the consumers and low number of photos and videos uploaded, which results in an average online communication of the brands in Instagram. This research highlights that to be successful in the online communication, fashion brands must be always updating photos and videos, they need to interact with consumers and make them feel a part of the brand, use celebrities to give more notoriety to the brand and be always present in the latest trends.

ABSTRACT
 Introduction
 Theoretical background
  Shopping motivations
  Fashion and the internet
  Typology of fashion
 Methodology
 Results
 Conclusions and implications
 References

• Sandra Maria Correia Loureiro(Instituto Universitário de Lisboa (ISCTE-IUL) and Business research Unit (BRU/UNIDE), Portugal)
• Jessica Serra(Instituto Universitário de Lisboa (ISCTE-IUL), Portugal)
• João Guerreiro(Instituto Universitário de Lisboa (ISCTE-IUL) and Business research Unit (BRU/UNIDE), Portugal)