WEEK ONE | THE BRIEF AND RESEARCH INTO FASHION FILM

What fashion films you have seen that give you an insight into the designer/brand?

·     H&M x Erdem – imaginative, creative, sense of luxury, playful

·     H&M ‘Ladylike’ – empowering, celebrates diversity, not enforcing stereotypes

·     ASOS AW18 – fun, contemporary, celebrates uniqueness

·     Stella McCartney Summer Campaign – abstract, fun, idyllic

What are the advantages of using film as part of promotional and marketing activity?

·     When creating a fashion film there is a sense of storytelling, and so there is a story for the consumer to invest in. This makes the promotional campaign more intriguing for the consumer and therefore more memorable.

·     Film can obtain a wide reach and gain wider recognition as it can be viewed on tv, social media, shop displays, digital billboards etc. Digital platforms are a much more popular way of marketing as they are used much more nowadays rather than print media. Brands wanting to target a young market will benefit from the digital way of promoting their brand and the fast paced/exciting/interactive element of fashion film will attract such a demographic. 

·     Film can add a political/social/cultural element to a fashion campaign and allows the brand or designer to portray a deeper message or meaning that they may want to associate with their campaign and therefore their brand. Film can go deeper than surface level and has an opportunity to be more authentic in comparison to a static image on social media or in a magazine.

What role would film play as part of a campaign - positioning, marketing, publicity?

·     Film can position a brand as a creative and interactive brand that wants to provide a story for their consumer.

·     Film, if successful, should create an emotional connection between the consumer and the brand, therefore encouraging the consumer to invest into their brand and the brands values.

·     With moving image and storytelling, the brand has the opportunity to create an idealistic notion that the consumer looks up to and aspires to have or be, almost vicariously living through the film and therefore creating an aspiration that the consumer then seeks from the brand.

·     Film can create a buzz around a brand which may result in positive publicity as their will often be talk around the film creating more awareness about the brand and its campaign.

The advantages and disadvantages of creating a film for a brand/designer?

Advantages

·     Can provide a wide reach and gain wider recognition as can be viewed on tv, social media, shop displays, digital billboards etc.

·     Creative and forward-thinking way of presenting the brand/collection.

Disadvantages

·     Any ideas or controversy that results from the film will be associated with the brand and therefore may cause negative publicity.

·     In some cases, the story in the film may distance some consumers, with it being to abstract or feeling unattainable as it is a more artistic way of presenting a brand than a realistic way.