Fashion films as a new communication format to build fashion brands

Bibliographic Data

ID23037381
AuthorsPaloma Díaz Soloaga (0000-0003-1798-1768, Universidad Complutense de Madrid, corresponding author)
Year2016
Volume29
Issue2
Pages45-61
Publication date2016-04-10
Open AccessYes
TypeARTICLE
VenueCommunication & Society (JOURNAL)
Journal identifiersISSN: 2386-7876 • E-ISSN: 2386-7876
PublisherUniversidad de Navarra (PUBLISHER • ES)
DOI10.15581/003.29.2.45-61
OpenAlexW2340299608
LanguageEN
Citations received15

The consolidation of collaborative video platforms such as YouTube and Vimeo in recent years has significantly changed the way fashion brands communicate with their audiences. Fashion films have emerged as a new and revolutionary tool adopted by luxury brands at the start of the XXI Century to construct their brands. A sample of 62 fashion films from 2006 to 2016 was analyzed in order to describe fashion film’s anatomy and its main characteristics that constitute an especial type of branded content, originated by brands in their quest for exclusivity and authenticity. As a distinctive type of experiential marketing mostly used by luxury fashion brands, they would become a new communication strategy for mainstream brands, but also allow the discovery of a profound connection with consumers through audiovisual narration.

Advertising · Art · Business · Clothing · Consolidation (business) · Experiential learning · Fashion industry · Literature · Mainstream · Marketing communication · Narrative · Order (exchange) · Political science · Sociology · Consumer Behavior in Brand Consumption and Identification · Cultural Industries and Urban Development · Fashion and Cultural Textiles

Tools

Open DOIOpen Access