Fashion film as a brand action. The case of Europa II in Vogue

Abstract

This paper studies the fashion film as a marketing tool through the study of the short film Europa II by Vogue. Initially, the research delves into fashion, the Vogue brand, the nature of fashion film as an advertising format, and the importance of brand partnerships. Next, an exploratory study seeks to identify the associations of the Vogue brand present in Europa II. The methodology starts from a semiotic analysis focused on extracting those associations (references and cultural values latent in it) from the narrative proposal of Europa II, thereby identifying the meanings present in its narrative, those that ultimately speak about the brand, about how it wants to be perceived. Later, the resulting associations were contrasted through an interview with seven experts in the field of marketing and/ or communication. It was concluded that Europa II assists Vogue to rejuvenate its target and, therefore, connect with new audiences. Hence, brand associations provide a turning point in terms of the persuasive power of Europa II, connecting narrative analysis with the meaning of the brand.