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Calidad Revistas Científicas Españolas
VOL.
29(2)/
2016
Author / Paloma DÍAZ SOLOAGA Professor. Communication Department. Complutense University of Madrid. Spain
Author / Leticia GARCÍA GUERRERO Lecturer in International and National Fashion Industry Panorama. University Center Villanueva. Spain
More authors:  1 2
Article / Fashion films as a new communication format to build fashion brands

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.

Keywords /

Fashion film, branding, branded content, fashion communication, experiential marketing, luxury brands

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