[EN] Information and communication technologies (ICT) and the consequent digitalization of the society have produced strong changes in business behaviors, transforming many of these sectors. Social media platforms have become a communication, advertising and marketing tool for companies, supported by the interaction they offer with users, the fashion sector being a paradigmatic example, especially in image-centric graphic platforms , like Instagram. The purpose of this TFM is to identify the different communication strategies developed by the different brands of the same company from the images published on Instagram. For this, Inditex, one of the most renowned textile companies in Spain, is used as a case study. First, a taxonomy is proposed to classify images based on three dimensions (purpose of the image; morphology of the image; garments and accessories shown in the image). Secondly, all the images published by all Inditex brands are downloaded for three months on Instagram and classified according to the taxonomy initially proposed. The results show that, according to the purpose, more than half of the images are of humanization, fundamentally in color and with different dimensions according to the brand, and reflects mainly collection for women. It is concluded that the analyzed images reflect, despite the different graphic communication strategies, the brand orientation, with a clear orientation towards women's fashion. Oysho, Stradivarius and Uterqüe only offer collection for women. Zara and Massimo Dutti are the only ones with a children's collection, while Massimo Dutti and Uterqüe always use the same strategies in publishing their images. The taxonomy of images proves adequate, scalable and extrapolable to other graphic platforms. TFGM