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Fashion product placement in international TV series

  • 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.

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Author of HS ReutlingenBug, Peter; Blau, Larissa
Erschienen in:Fashion and film : moving images and customer behavior
Place of publication:Singapore
Editor:Peter Bug
Document Type:Part of a Book
Year of Publication:2020
Tag:Sex and the City fashion; fashion TV series; fashion and film; fashion branded entertainment; fashion product placement
Page Number:22
First Page:59
Last Page:80
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:330 Wirtschaft
Open Access?:Nein
Licence (German):License Logo  Lizenzbedingungen Springer