TY  - CHAP
U1  - Buchbeitrag
A1  - Bug, Peter
A1  - Diefenbach, Jacqueline
A1  - Heller, Anna
ED  - Bug, Peter
T1  - Event films influencing fashion
T2  - Fashion and film : moving images and consumer behavior
N2  - An event film is a successful marketing and communication instrument, which can be used from companies along social media. By reaching the target group and potential customers, companies could benefit from increasing brand awareness. It is striking that there is a lack of information about how event films are used in regard to showing fashion. To establish the subject further, the purpose of this paper is to enrich the existing findings and analyze the influence event films have. In an empirical study, the performance of two events and the two related fast fashion retailers H&M and Zara on Instagram and YouTube regarding event and fashion connected films is analyzed. Identified stylistic elements of event fashion are searched and found in their online shops. Since emotions are especially well transferred through event films, there is an indication that they contribute to the shaping of fashion trends.
KW  - fashion and film
KW  - fashion event film
KW  - Coachella fashion film
KW  - The Academy Awards film
KW  - The Academy Awards 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_10
DO  - https://doi.org/10.1007/978-981-13-9542-0_10
SP  - 199
EP  - 215
S1  - 17
PB  - Springer
CY  - Singapore
ER  -