{"id":2544,"date":"2025-05-10T16:56:31","date_gmt":"2025-05-10T20:56:31","guid":{"rendered":"https:\/\/diarioellabrador.cl\/?p=2544"},"modified":"2025-05-10T16:56:32","modified_gmt":"2025-05-10T20:56:32","slug":"retail-y-dia-de-la-madre-un-espejo-incomodo","status":"publish","type":"post","link":"https:\/\/diarioellabrador.cl\/index.php\/2025\/05\/10\/retail-y-dia-de-la-madre-un-espejo-incomodo\/","title":{"rendered":"Retail y D\u00eda de la Madre, un espejo inc\u00f3modo"},"content":{"rendered":"\n<p><strong>Maciel Campos Director <\/strong><strong>Escuela de Publicidad y Relaciones P\u00fablicas Universidad de Las Am\u00e9ricas<\/strong><\/p>\n\n\n\n<p>En el siempre competitivo mundo del retail, pocas marcas pueden darse el lujo de hacer movimientos que no solo vendan, sino que desaf\u00eden a su propio p\u00fablico. Falabella, con m\u00e1s de 130 a\u00f1os de historia y casi un 40% de participaci\u00f3n de mercado \u2014seg\u00fan Feller Rate\u2014, es una de ellas. Como l\u00edder, no solo tiene el m\u00fasculo financiero para resistir las marejadas del consumo vol\u00e1til, sino tambi\u00e9n el capital simb\u00f3lico para mover los l\u00edmites de la conversaci\u00f3n p\u00fablica. Y eso es justamente lo que hizo con su m\u00e1s reciente campa\u00f1a del D\u00eda de la Madre.<\/p>\n\n\n\n<p>En una acci\u00f3n arriesgada, pero coherente con la temperatura de la contingencia, incluy\u00f3 en sus piezas gr\u00e1ficas que celebran la maternidad a una modelo afrodescendiente. El gui\u00f1o, sencillo en apariencia, deton\u00f3 una reacci\u00f3n visiblemente visceral en redes sociales. Lo que para algunos fue un acto de representaci\u00f3n y diversidad amplia, para otros result\u00f3 en un rechazo enardecido: \u201cEso no es ser una chilena\u201d, se le\u00eda en m\u00faltiples comentarios.<\/p>\n\n\n\n<p>La identidad es una narrativa en disputa, y las marcas, especialmente las grandes, son actores fundamentales en su modelaci\u00f3n. No hay que ser ingenuos: esta empresa sab\u00eda lo que hac\u00eda. Las campa\u00f1as de alto impacto no buscan solo \u00abagradar\u00bb, buscan \u201cactivar\u201d. Y la activaci\u00f3n emocional no siempre se produce desde la belleza o la ternura, a veces se logra desde el quiebre, desde el reflejo inc\u00f3modo. En este caso, una campa\u00f1a de retail se convirti\u00f3 en espejo de una fractura cultural: a\u00fan existe una parte del pa\u00eds que no est\u00e1 lista para verse en todas sus posibilidades.<\/p>\n\n\n\n<p>Las redes sociales, ese carnaval de catarsis colectiva, amplificaron la reacci\u00f3n. Y aunque los comentarios negativos no representen a una mayor\u00eda, s\u00ed evidencian una conciencia colectiva profundamente arraigada: el de una naci\u00f3n que intenta acicalar su imagen, marginando simb\u00f3licamente a las mujeres que no cumplen la norma, aunque Valeria Mazza hace a\u00f1os tampoco la cumpl\u00eda, obsecuentemente ah\u00ed no hubo disidencias, pues la modelo encarnaba atributos m\u00e1s aspiracionales que simplemente est\u00e9ticos. La idea de que hay un \u00abtipo de chilena\u00bb estandarizado revela m\u00e1s sobre nuestras trabas identitarias que sobre nuestra realidad demogr\u00e1fica actual.<\/p>\n\n\n\n<p>Desde el branding, esta no es solo una campa\u00f1a. Es una jugada de posicionamiento cultural. Falabella aqu\u00ed no vende ropa sobre un maniqu\u00ed, est\u00e1 colocando en vitrina una conversaci\u00f3n, tal vez inc\u00f3moda. Y en tiempos donde las marcas ya no pueden ser neutras -porque la neutralidad tambi\u00e9n comunica-, decidir mostrarse inclusiva y diversa es una declaraci\u00f3n de principios y de poder.<\/p>\n\n\n\n<p>Algunos cr\u00edticos afirmar\u00e1n que se tata de oportunismo. Otros que es marketing con causa. Pero lo cierto es que las marcas hoy ya no se miden solo por sus estrategias comerciales, sino por su habilidad para incidir en el relato colectivo. Las grandes marcas no solo deben suscitar recordaci\u00f3n, deben generar sentido.<\/p>\n\n\n\n<p>Porque al final, lo que verdaderamente indigna no es una mujer afrodescendiente en una campa\u00f1a para el D\u00eda de la Madre. Lo que incomoda es que esa imagen desmonte la fragilidad de un espejo al que est\u00e1bamos acostumbrados a mirarnos. Resulta interesante, y perturbador a la vez, que sea el marketing y no la sociolog\u00eda, que sea una marca y no una reflexi\u00f3n personal, lo que nos empuja a preguntarnos qui\u00e9nes somos realmente.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Maciel Campos Director Escuela de Publicidad y Relaciones P\u00fablicas Universidad de Las Am\u00e9ricas En el siempre competitivo mundo del retail, pocas marcas pueden darse el lujo de hacer movimientos que no solo vendan, sino que desaf\u00eden a su propio p\u00fablico. Falabella, con m\u00e1s de 130 a\u00f1os de historia y casi un 40% de participaci\u00f3n de<\/p>\n<div class=\"read-more-wrapper\"><a class=\"read-more\" href=\"https:\/\/diarioellabrador.cl\/index.php\/2025\/05\/10\/retail-y-dia-de-la-madre-un-espejo-incomodo\/\" title=\"Leer m\u00e1s\"> <span class=\"button \">Leer m\u00e1s<\/span><\/a><\/div>\n","protected":false},"author":2,"featured_media":2545,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-2544","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-opinion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Retail y D\u00eda de la Madre, un espejo inc\u00f3modo - Diario El Labrador<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/diarioellabrador.cl\/index.php\/2025\/05\/10\/retail-y-dia-de-la-madre-un-espejo-incomodo\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Retail y D\u00eda de la Madre, un espejo inc\u00f3modo - Diario El Labrador\" \/>\n<meta property=\"og:description\" content=\"Maciel Campos Director Escuela de Publicidad y Relaciones P\u00fablicas Universidad de Las Am\u00e9ricas En el siempre competitivo mundo del retail, pocas marcas pueden darse el lujo de hacer movimientos que no solo vendan, sino que desaf\u00eden a su propio p\u00fablico. 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