Fashion films like a model of branded content. Study of inside chanel (2012-2019)

Abstract

Luxury fashion sector has reinvented its ways of communication. Compared to the traditional advertising models of specialized magazines, brands tries to attract consumers with ingenious formulas because they demand greater participation. To make a proper branded content, brands have developed a format that manages to cover the values that a brand wishes to transmit and the involvement of users through storytelling. Thus, as if it were a movie, fashion films are a very suitable tool for the advertising field in such a competitive industry. To do this, an analysis of Inside Chanel, the serie of fashion films of the French brand is carried out, specifically the first 25, published between 2012 and 2019. Through a study of this brand and the own advertising format, it is intended to demonstrate the potential of one of the most effective formula to communicate luxury fashion in the 21st century.