时尚电影传承:视觉与叙事的品牌传承融合

IF 3.3 Q2 BUSINESS
Paloma Diaz Soloaga, Gemma Muñoz Dominguez, Jing Zhou
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引用次数: 0

摘要

在本研究中,我们分析了时装公司如何通过时装电影来传递品牌精神,传达构成品牌身份的价值观,展示品牌的传承。Dior、Chanel等历史悠久的高端奢侈品牌使用视听叙事的时尚电影,这是一种视觉和艺术的传播形式,其内容建立了品牌与消费者之间的情感关系,再现了品牌的起源。作者首先对Chanel和Dior在YouTube上发布的所有时尚电影进行筛选、分类和分析,然后从所有这些时尚品牌创作的内容中选择一系列具有代表性的样本进行研究。通过每个视频的观看量、点赞量和评论量,可以看出品牌与受众之间的互动程度,以及不同时尚电影之间的互动程度。深入品牌的关键,挖掘品牌起源的传承和传统,试图记录“Maison”的历史,以接触到更广泛的受众,并向新的数字消费者传达一系列价值观。通过数字活动将传统与活力相结合,旨在传递对受众产生重大影响的价值。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Legacy transmission through fashion films: Visual and narrative brand heritage integration
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 representative 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 consumers. The combination of heritage and vitality through digital activities is oriented to deliver values that have a significant impact on the audience.
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来源期刊
CiteScore
6.90
自引率
31.60%
发文量
34
期刊介绍: The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.
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