Branded content and luxury fashion brands: a study on the composition of fashion films

Authors

DOI:

https://doi.org/10.24265//cian.2022.n15.03

Keywords:

Branded content, Fashion film, Fashion, Branded entertainment, Advertainment

Abstract

In the last decade, the use of fashion films as a strategic content in the fashion industry has acquired special relevance. The objectives of this research are aimed at framing fashion films within the framework of branded content and distinguishing their specific characteristics in the sector of luxury fashion brands, such as Louis Vuitton, Hermès, Burberry and Dior. To do this, a qualitative methodology is used to study the most representative fashion films of the selected brands through an aesthetic analysis and a diegetic analysis. The results of the research show that brands conceive fashion films as content marketing, advertainment and branded entertainment, with different aesthetic and narrative characteristics.

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Author Biographies

  • Tomás Atarama Rojas, University of Piura

    Doctor in Communication and Academic Master in Communication from the Universidad de los Andes (Chile), Master in Creation of Audiovisual Scripts from the International University of La Rioja (Spain) and Bachelor of Communication from the University of Piura (Peru). Currently, he works as a professor and researcher in the Department of Communication at the University of Piura. Research in the areas of transmedia storytelling, corporate storytelling and the social audience.

  • Kelly Robledo Dioses, Autonomous University of Barcelona

    doctoral student in Communication and Journalism and Master in Journalism and innovation in digital content from the Autonomous University of Barcelona (Spain), and a degree in Communication from the University of Piura (Peru). Currently, she works as a researcher in the Department of Journalism and Communication Sciences at the UAB. Research in the areas of branded content, corporate storytelling, transmedia journalism and media literacy.

  • Leslie Kam Arteaga, University of Piura

    Degree in Communication from the University of Piura (Peru). She is currently a junior consultant at Café Taipá - Reputation Marketing Consulting. She used to work as a research professor at the Faculty of Communication at the University of Piura (Peru), where she taught the subjects Fundamentals of Strategic Planning, Digital Marketing, Marketing Communications Projects and Consumer Behavior. His research focuses on fashion marketing, branded content and branding.

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Published

2022-06-30

Issue

No. 15 (2022): Correspondences & analysis N°15 2022 (january - june)

Section

Arti­cles

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Copyright (c) 2022 Tomás Atarama-Rojas, Kelly Robledo-Dioses, Leslie Kam Arteaga

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How to Cite

Atarama Rojas, T., Robledo Dioses, K., & Kam Arteaga, L. (2022). Branded content and luxury fashion brands: a study on the composition of fashion films. Correspondences & Analysis, 15, 57-82. https://doi.org/10.24265//cian.2022.n15.03
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