TY - CHAP U1 - Buchbeitrag A1 - Bug, Peter A1 - Hohnhorst, Maike ED - Bug, Peter T1 - Self-referencing fashion brand films T2 - Fashion and film : moving images and consumer behavior N2 - This chapter looks at the usage of image films produced by brands and their dealing with themselves. It focuses on analyzing important film parameters, the content and the way it can influence brand image. A list of 70 fashion brands from different categories was gathered through a survey and confirmed by comparing the results with relevant literature. All 70 brands were looked at to find relevant self-referencing films. The films had to be produced by the brand themselves. Videos for advertisement or promoting collections are not regarded either. In total 22 films from 17 brands were analyzed. Results show that most brands seem to have recognized videos as a powerful marketing tool in the social media age. Many brands seem to struggle with the compliance of certain parameters such as length and the use of the brand logo. In general, the content of the videos is focused around the four topics recruitment, value, history and behind the brand. As for the intent, the videos can be classified into the three categories learning, emotion and doing something. This paper not only analyzes this special film category, but also gives recommendations to improve the videos. KW - self-referencing fashion brand KW - fashion brand video KW - fashion and film KW - YouTube fashion marketing KW - video fashion communication 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_7 DO - https://doi.org/10.1007/978-981-13-9542-0_7 SP - 139 EP - 154 S1 - 16 PB - Springer CY - Singapore ER -