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  -