Event films influencing fashion
- 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.
| Author of HS Reutlingen | Bug, Peter; Diefenbach, Jacqueline; Heller, Anna |
|---|---|
| DOI: | https://doi.org/10.1007/978-981-13-9542-0_10 |
| ISBN: | 978-981-13-9542-0 |
| Erschienen in: | Fashion and film : moving images and consumer behavior |
| Publisher: | Springer |
| Place of publication: | Singapore |
| Editor: | Peter Bug |
| Document Type: | Book chapter |
| Language: | English |
| Publication year: | 2020 |
| Tag: | Coachella fashion film; The Academy Awards fashion; The Academy Awards film; fashion and film; fashion event film |
| Page Number: | 17 |
| First Page: | 199 |
| Last Page: | 215 |
| PPN: | Im Katalog der Hochschule Reutlingen ansehen |
| DDC classes: | 330 Wirtschaft |
| Open access?: | Nein |
| Licence (German): |  In Copyright - Urheberrechtlich geschützt |
