Fashion films as a new communication format to build fashion brands
Keywords: 
Fashion film
Branding
Branded content
Fashion communication
Experiential marketing
Luxury brands
Issue Date: 
2016
Publisher: 
Servicio de Publicaciones de la Universidad de Navarra
ISSN: 
0214-0039
Citation: 
Díaz Soloaga, P. & García Guerrero, L. (2016). Fashion films as a new communication format to build fashion brands. Communication & Society 29(2), 45-61.
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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