Fashion films as a new communication format to build fashion brands.

  1. Díaz Soloaga, Paloma 1
  2. García Guerrero, Leticia 2
  1. 1 University of Madrid
  2. 2 University Center Villanueva
Journal:
Comunicación y sociedad = Communication & Society

ISSN: 2386-7876

Year of publication: 2016

Volume: 29

Issue: 2

Pages: 45-61

Type: Article

DOI: 10.15581/003.29.35923 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Comunicación y sociedad = Communication & Society

Abstract

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.

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