Fashion Films like a new model of branded content. Study of Inside Chanel (2012-2019)
Abstract
Luxury fashion sector has reinvented its ways of communication. Compared to the traditional advertising models of specialized magazines, brands tries to attract consumers with ingenious formulas because they demand greater participation. To make a proper branded content, brands have developed a format that manages to cover the values that a brand wishes to transmit and the involvement of users through storytelling. Thus, as if it were a movie, fashion films are a very suitable tool for the advertising field in such a competitive industry. To do this, an analysis of Inside Chanel (2012-2019), the serie of 25 fashion films of the French brand, is carried out. Through a study of this brand and the own advertising format, it is intended to demonstrate the potential of one of the most innovative and effective formula to communicate luxury fashion in the 21st century.
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