Fashion films as a new communication format to build fashion brands.
Fashion films as a new communication format to build fashion brands.
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时尚电影作为打造时尚品牌的新传播形式。
DOI：
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发表时间：
2016
期刊：
影响因子：
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通讯作者：
L. Guerrero
中科院分区：
文献类型：
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作者：
Paloma Díaz Soloaga;L. Guerrero
近年来，YouTube和Vimeo等协作视频平台的整合，极大地改变了时尚品牌与受众的沟通方式。时尚电影在21世纪初成为奢侈品牌构建品牌的一种新的革命性工具。本文分析了2006年至2016年62部时尚电影的样本，以描述时尚电影的解剖结构及其主要特征，这些特征构成了一种特殊类型的品牌内容，这些内容是由品牌在追求排他性和真实性的过程中产生的。作为奢侈时尚品牌多使用的一种独特的体验式营销方式，它将成为主流品牌的一种新的传播策略，同时也可以通过视听叙事与消费者发现一种深刻的联系。
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.