Fashion films as a new communication format to build fashion brands

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 const...

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Detalles Bibliográficos
Autores: Díaz Soloaga, Paloma, García Guerrero, Leticia
Tipo de recurso: artículo
Fecha de publicación:2016
País:España
Institución:Universidad Complutense de Madrid (UCM)
Repositorio:Docta Complutense
Idioma:español
OAI Identifier:oai:docta.ucm.es:20.500.14352/24569
Acceso en línea:https://hdl.handle.net/20.500.14352/24569
Access Level:acceso abierto
Palabra clave:658.8
Fashion film
Branding
Branded content Fashion communication
Experiential marketing
Luxury brands
Publicidad
6114.01 Publicidad
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repository_id_str
spelling Fashion films as a new communication format to build fashion brandsDíaz Soloaga, PalomaGarcía Guerrero, Leticia658.8Fashion filmBrandingBranded content Fashion communicationExperiential marketingLuxury brandsPublicidad6114.01 PublicidadThe 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.Universidad de NavarraUniversidad Complutense de Madrid20162016-01-0120162016-01-01journal articlehttp://purl.org/coar/resource_type/c_6501info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/20.500.14352/24569reponame:Docta Complutenseinstname:Universidad Complutense de Madrid (UCM)Españolspaopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:docta.ucm.es:20.500.14352/245692026-06-02T12:44:21Z
dc.title.none.fl_str_mv Fashion films as a new communication format to build fashion brands
title Fashion films as a new communication format to build fashion brands
spellingShingle Fashion films as a new communication format to build fashion brands
Díaz Soloaga, Paloma
658.8
Fashion film
Branding
Branded content Fashion communication
Experiential marketing
Luxury brands
Publicidad
6114.01 Publicidad
title_short Fashion films as a new communication format to build fashion brands
title_full Fashion films as a new communication format to build fashion brands
title_fullStr Fashion films as a new communication format to build fashion brands
title_full_unstemmed Fashion films as a new communication format to build fashion brands
title_sort Fashion films as a new communication format to build fashion brands
dc.creator.none.fl_str_mv Díaz Soloaga, Paloma
García Guerrero, Leticia
author Díaz Soloaga, Paloma
author_facet Díaz Soloaga, Paloma
García Guerrero, Leticia
author_role author
author2 García Guerrero, Leticia
author2_role author
dc.contributor.none.fl_str_mv Universidad Complutense de Madrid
dc.subject.none.fl_str_mv 658.8
Fashion film
Branding
Branded content Fashion communication
Experiential marketing
Luxury brands
Publicidad
6114.01 Publicidad
topic 658.8
Fashion film
Branding
Branded content Fashion communication
Experiential marketing
Luxury brands
Publicidad
6114.01 Publicidad
description 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.
publishDate 2016
dc.date.none.fl_str_mv 2016
2016-01-01
2016
2016-01-01
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/20.500.14352/24569
url https://hdl.handle.net/20.500.14352/24569
dc.language.none.fl_str_mv Español
spa
language_invalid_str_mv Español
language spa
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidad de Navarra
publisher.none.fl_str_mv Universidad de Navarra
dc.source.none.fl_str_mv reponame:Docta Complutense
instname:Universidad Complutense de Madrid (UCM)
instname_str Universidad Complutense de Madrid (UCM)
reponame_str Docta Complutense
collection Docta Complutense
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15.300719

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