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Fashion show films

  • 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.

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Metadaten
Author of HS ReutlingenBug, Peter; Windhab, Martha
DOI:https://doi.org/10.1007/978-981-13-9542-0_9
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:Part of a Book
Language:English
Year of Publication:2020
Tag:catwalk film; catwalk video; fashion and film; fashion show concept; fashion show film; fashion show video
Page Number:22
First Page:177
Last Page:198
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:330 Wirtschaft
Open Access?:Nein
Licence (German):License Logo  Lizenzbedingungen Springer