TY  - CHAP
U1  - Buchbeitrag
A1  - Bug, Peter
A1  - Windhab, Martha
ED  - Bug, Peter
T1  - Fashion show films
T2  - Fashion and film : moving images and consumer behavior
N2  - Due to technological developments, fashion show films provide fashion brands the opportunity to communicate their brand concepts, to attract attention and to gain more brand awareness by publishing them in the Internet. The purpose of this research paper is to investigate how fashion brands communicate their brand concept and personality through fashion show films. For this purpose, ten fashion show films of brands from the categories luxury, premium, high-street and active wear are investigated. The results indicate that the investigated brands use different ways to attract attention and to communicate their brand concept and personality. The design of the setting, the presentation of the collection as well as the visualization of the brand concept through the brand name, logo, colors or symbols and camera work play an important role to create an effective and exciting fashion show film in order to communicate the brand concept and to promote their brand image. Mostly luxury and premium brands use fashion show films for branding. For high-street and active wear brands the analysis indicates less importance of fashion show films. The limitations of this research are related to the fact that the restricted number of ten fashion show films is analyzed. This gives an overview but cannot provide a comprehensive breakdown of this topic.
KW  - fashion show film
KW  - fashion show video
KW  - fashion and film
KW  - fashion show concept
KW  - catwalk video
KW  - catwalk film
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_9
DO  - https://doi.org/10.1007/978-981-13-9542-0_9
SP  - 177
EP  - 198
S1  - 22
PB  - Springer
CY  - Singapore
ER  -