Volltext-Downloads (blau) und Frontdoor-Views (grau)
The search result changed since you submitted your search request. Documents might be displayed in a different sort order.
  • search hit 10 of 166
Back to Result List

Self-referencing fashion brand films

  • 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.

Download full text files

  • 2367.pdf

Export metadata

Additional Services

Share in Twitter Search Google Scholar


Name:Bug, Peter; Hohnhorst, Maike
Erschienen in:Fashion and film : moving images and consumer behavior
Place of publication:Singapore
Editor:Peter Bug
Document Type:Part of a Book
Year of Publication:2020
Tag:YouTube fashion marketing; fashion and film; fashion brand video; self-referencing fashion brand; video fashion communication
First Page:139
Last Page:154
Catalogue entry:Im Katalog der Hochschule Reutlingen ansehen
Dewey Decimal Classification:330 Wirtschaft
Open Access:Nein
Licence (German):License Logo  Lizenzbedingungen Springer