TY - CHAP U1 - Buchbeitrag A1 - Bug, Peter A1 - Blau, Larissa ED - Bug, Peter T1 - Fashion product placement in international TV series T2 - Fashion and film : moving images and customer behavior N2 - Based on new ways of watching series via streaming platforms and a change of buying behavior, advertising needs to focus on new strategies. Branded entertainment gives brands the opportunity to deeper integrate their product placements into television show plots. Through a managerial perspective this increases the advertising effectiveness. The serial ‘Sex and the City’ exemplifies successful branded entertainment and shows how series influence fashion nowadays. The placements are outstanding when it comes to storytelling around the brand or product, setting trends and creating a character connection plus a desire through identification. This chapter shows success factors and chances of placements for the fashion industry. KW - fashion and film KW - fashion product placement KW - fashion TV series KW - fashion branded entertainment KW - Sex and the City fashion Y1 - 2020 SN - 978-981-13-9542-0 SB - 978-981-13-9542-0 U6 - https://doi.org/10.1007/978-981-13-9542-0_4 DO - https://doi.org/10.1007/978-981-13-9542-0_4 SP - 59 EP - 80 S1 - 22 PB - Springer CY - Singapore ER -