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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Autor: Díaz-Soloaga, P. (Paloma)|||/items/6ea94182-e4dd-45dc-81d6-020127c9cc14
Tipo de recurso: artículo
Fecha de publicación:2016
País:España
Institución:Universidad de Navarra
Repositorio:Dadun. Depósito Académico Digital de la Universidad de Navarra
Idioma:inglés
OAI Identifier:oai:dadun.unav.edu:10171/41897
Acceso en línea:https://hdl.handle.net/10171/41897
Access Level:acceso abierto
Palabra clave:Fashion film
Branding
Branded content
Fashion communication
Experiential marketing
Luxury brands
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spelling Fashion films as a new communication format to build fashion brandsDíaz-Soloaga, P. (Paloma)|||/items/6ea94182-e4dd-45dc-81d6-020127c9cc14Fashion filmBrandingBranded contentFashion communicationExperiential marketingLuxury brandsThe 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.Servicio de Publicaciones de la Universidad de NavarraDadun. Depósito Académico Digital Universidad de Navarra20162016-10-1920162016-01-0120162016-01-01journal articlehttp://purl.org/coar/resource_type/c_6501info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/10171/41897reponame:Dadun. Depósito Académico Digital de la Universidad de Navarrainstname:Universidad de NavarraInglésengopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:dadun.unav.edu:10171/418972026-06-21T12:47:57Z
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, P. (Paloma)|||/items/6ea94182-e4dd-45dc-81d6-020127c9cc14
Fashion film
Branding
Branded content
Fashion communication
Experiential marketing
Luxury brands
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, P. (Paloma)|||/items/6ea94182-e4dd-45dc-81d6-020127c9cc14
author Díaz-Soloaga, P. (Paloma)|||/items/6ea94182-e4dd-45dc-81d6-020127c9cc14
author_facet Díaz-Soloaga, P. (Paloma)|||/items/6ea94182-e4dd-45dc-81d6-020127c9cc14
author_role author
dc.contributor.none.fl_str_mv Dadun. Depósito Académico Digital Universidad de Navarra
dc.subject.none.fl_str_mv Fashion film
Branding
Branded content
Fashion communication
Experiential marketing
Luxury brands
topic Fashion film
Branding
Branded content
Fashion communication
Experiential marketing
Luxury brands
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
2016-10-19
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/10171/41897
url https://hdl.handle.net/10171/41897
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
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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 Servicio de Publicaciones de la Universidad de Navarra
publisher.none.fl_str_mv Servicio de Publicaciones de la Universidad de Navarra
dc.source.none.fl_str_mv reponame:Dadun. Depósito Académico Digital de la Universidad de Navarra
instname:Universidad de Navarra
instname_str Universidad de Navarra
reponame_str Dadun. Depósito Académico Digital de la Universidad de Navarra
collection Dadun. Depósito Académico Digital de la Universidad de Navarra
repository.name.fl_str_mv
repository.mail.fl_str_mv
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