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Legacy transmission through fashion films: Visual and narrative brand heritage integration
Paloma Díaz Soloaga,Dominguez Gemma Muñoz,Zhou Jing 한국마케팅과학회 2023 Journal of Global Fashion Marketing Vol.14 No.4
On this research, we analyze how fashion houses transmit the spirit of the brands, convey the values that constitute their identity and show their heritage through fashion films. High end luxury brands with a long heritage such as Dior and Chanel, use audiovisual narratives fashion films, a form of visual and artistic communication, where the content establishes an emotional relationship between brand and customers and recreates the origins of the brand. Authors primarily selected, classified, and analyzed all fashion films that Chanel and Dior had published on YouTube, and then study a series of represen- tative samples selected from all those contents created by fashion brands. Based on the number of views, likes and comments of each video, it is possible to see the interaction between the brand and the audience and the engagement among the different fashion films. It also delves into the key of the brand to unearth the inheritance and tradition of its origin, trying to record the history of “Maison” to reach a wider audience and convey a series of values to new digital con- sumers. The combination of heritage and vitality through digital activities is oriented to deliver values that have a significant impact on the audience.
Paloma Díaz Soloaga,Domínguez Gemma Muñoz,Woodside Arch G. 한국마케팅과학회 2023 Journal of Global Fashion Marketing Vol.14 No.4
Cinema is the “the Seventh Art” and cinema is valued socially for its enormous capacity to evoke feelings, awaken consciences, and represent the most sublime of the human spirit and soul. Cinema stories are elaborate constructs of narrative, technical and aesthetic elements whose result is a final product with the antagonistic ability to entertain in an alienating way or even change the thinking of a society regarding a certain issue. Through movies, generations receive aesthetic educations: the way of behaving is learned, the way of speaking and dressing is imitated, an atmosphere of the past is reproduced, trying to represent the Zeitgeist and evoke the great themes that oscillate in each society. Without a doubt, the arrival of cinema into lives in the 20th century marks the ways generations socialize, while forever changing the transmission of ideas, values, and aesthetics.
Teresa Pérez del Castillo,Paloma Díaz Soloaga,Julie McColl 한국마케팅과학회 2020 Journal of Global Fashion Marketing Vol.11 No.4
This paper expands knowledge of lifestyle branding by defining and identifying its scope, as well as its relationship to fashion branding. The term itself is ubiquitous in management, but remains undefined from a holistic point of view and is understudied in the academic literature. We thus address this gap and complement previous conceptualizations with empirical research on lifestyle fashion branding. The study herein relies on seven semistructured, in-depth interviews with experienced Spanish fashion brand consultants who advise prestigious fashion companies in Spain. The interview transcripts were analyzed using thematic analysis and Atlas.ti 7.5.18 software, employing an interpretive, qualitative approach. This paper’s primary contribution is found in its empirical study of lifestyle branding conceptualizations from fashion professionals with diverse fashion expertise, including in digital branding, lifestyle retailing, strategic communications, public relations, influencer marketing and social media. Insights into lifestyle branding conceptualizations in relation to fashion retailing emerge from their combined expertise, which then further point to opportunities for expanded research on lifestyle branding in a variety of fashion retail contexts.