Legacy transmission through fashion films: Visual and narrative brand heritage integration

  1. Diaz Soloaga, Paloma 1
  2. Muñoz Dominguez, Gemma 1
  3. Zhou, Jing 1
  1. 1 Complutense University of Madrid, Madrid, Spain
Revista:
Journal of Global Fashion Marketing

ISSN: 2093-2685,  2325-4483

Año de publicación: 2023

Páginas: 1-20

Tipo: Artículo

DOI: 10.1080/20932685.2023.2214164 GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Journal of Global Fashion Marketing

Resumen

On this research, we analyze how fashion houses transmit the spirit of the brands, convey the values that constitute their identity and show their heritage through fashion films. High end luxury brands with a long heritage such as Dior and Chanel, use audiovisual narratives fashion films, a form of visual and artistic communication, where the content establishes an emotional relationship between brand and customers and recreates the origins of the brand. Authors primarily selected, classified, and analyzed all fashion films that Chanel and Dior had published on YouTube, and then study a series of representative samples selected from all those contents created by fashion brands. Based on the number of views, likes and comments of each video, it is possible to see the interaction between the brand and the audience and the engagement among the different fashion films. It also delves into the key of the brand to unearth the inheritance and tradition of its origin, trying to record the history of “Maison” to reach a wider audience and convey a series of values to new digital consumers. The combination of heritage and vitality through digital activities is oriented to deliver values that have a significant impact on the audience.

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