Abstract
This chapter looks at the usage of image films produced by brands and their dealing with themselves. It focuses on analyzing important film parameters, the content and the way it can influence brand image. A list of 70 fashion brands from different categories was gathered through a survey and confirmed by comparing the results with relevant literature. All 70 brands were looked at to find relevant self-referencing films. The films had to be produced by the brand themselves. Videos for advertisement or promoting collections are not regarded either. In total 22 films from 17 brands were analyzed. Results show that most brands seem to have recognized videos as a powerful marketing tool in the social media age. Many brands seem to struggle with the compliance of certain parameters such as length and the use of the brand logo. In general, the content of the videos is focused around the four topics recruitment, value, history and behind the brand. As for the intent, the videos can be classified into the three categories learning, emotion and doing something. This paper not only analyzes this special film category, but also gives recommendations to improve the videos.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
adidas. (2018). adidas annual report 2017. Retrieved from https://report.adidas-group.com/media/pdf/DE/adidas_GB_2017_DE.pdf.
adidasCareers. (2013). adidas Group—Make Greatness Happen. Retrieved from https://www.youtube.com/watch?v=AaX7Z1c9PwU.
American Marketing Association. (n.d.). American Marketing Association Dictionary. Retrieved November 30, 2018 from https://www.ama.org/resources/pages/dictionary.aspx?dLetter=B.
asics. (n.d.). asics annual report 2017. Retrieved from https://d1io3yog0oux5.cloudfront.net/_d1b20fff30c23a2a13358e4e0621616e/vfc/db/74/55760/annual_report/VF+Corp+2017+Annual+Report.pdf.
ASICS Europe. (2018). The power of movement | ASICS. Retrieved from https://www.youtube.com/watch?v=RRR6nF_fQt4.
BasicNet. (n.d.). BasicNet annual report 2017. Retrieved from http://www.basicnet.com/contenuti/reports/bilanci/2017_BasicNet_Annual_Report_.pdf.
Bendoni, W. (2017). Social media for fashion marketing: Storytelling in a digital world. Bloomsbury.
Calzedonia Group. (2018). Calzedonia Group. Retrieved from https://www.youtube.com/watch?v=OM_bb2Liylw&t=13s.
Cecil, J. (2012). Online video revolution: How to reinvent and market your business using video. Macmillan.
CHANEL. (2013a). Coco—Inside CHANEL (Vol. 5). Retrieved from https://www.youtube.com/watch?v=2G88zqPxJ00.
CHANEL. (2013b). Gabrielle Chanel—Inside CHANEL (Vol. 7). Retrieved from https://www.youtube.com/watch?v=VhgI8zaG1Qy.
CHANEL. (2013c). Mademoiselle—Inside CHANEL (Vol. 6). Retrieved from https://www.youtube.com/watch?v=VCAro7GnCHo.
Chanel. (2018, June 21). Annual report Chanel. Retrieved from http://services.chanel.com/i18n/de_DE/pdf/chanel_limited_financial_results_for_the_year_ended_31_december_2017.pdf.
Converse. (2018, July 24). Converse annual report 2017. Retrieved from http://d18rn0p25nwr6d.cloudfront.net/CIK-0000320187/3489b854-fa60-41a7-b8c3-8dc6b67534c0.pdf.
Converse CONS. (2015). CULTURE INSIDE CONVERSE. Retrieved from https://www.youtube.com/watch?v=Oia6d_b5SYI.
Converse CONS. (2016). Converse Values. Retrieved from https://www.youtube.com/watch?v=vcUn7KoXCb8.
Fill, C. (2009). Marketing communications: Interactivity, communities and content. Pearson Education.
Fishman, E. (2016, July 5). Proof that humans have a two-minute attention span. Retrieved January 10, 2019 from https://wistia.com/learn/marketing/optimal-video-length.
Gerloff, J. (2014). Erfolgreich auf YouTube: Social-Media-Marketing mit Online-Videos. mitp/bhv.
H&M. (2017). Our Values. Retrieved from https://www.youtube.com/watch?v=EH2os_x3S5I.
H&M. (2018, February 19). H&M annual report 2017. Retrieved from http://about.hm.com/content/dam/hmgroup/groupsite/documents/en/Digital%20Annual%20Report/2017/Annual%20Report%202017.pdf.
Hunkemöller. (n.d.). The success story of the much loved brand and top employer Hunkemöller. Retrieved December 9, 2018 from https://jobs.hunkemoller.com/the-brand/.
Inditex. (2018, June). Inditex annual report 2017. Retrieved from https://www.inditex.com/documents/10279/563475/2017+Inditex+Annual+Report.pdf/f5bebfa4-edd2-ed6d-248a-8afb85c731d0.
Inditex Careers. (2016a). Careers About Us. Retrieved from https://www.youtube.com/watch?v=z5LCeAy7Dpc.
Inditex Careers. (2016b). Inditex History. Retrieved from https://www.youtube.com/watch?v=U2245G807Xo.
Internal Revenue Service. (2018, January 19). Yearly Average Currency Exchange Rates | Internal Revenue Service. Retrieved December 12, 2018 from https://www.irs.gov/individuals/international-taxpayers/yearly-average-currency-exchange-rates.
Kappa PH. (2018). KAPPA BRAND HISTORY. Retrieved from https://www.youtube.com/watch?v=LdFL0HPoEhE.
LACOSTE. (n.d.-a). Die Lacoste gruppe | LACOSTE. Retrieved December 8, 2018 from https://www.lacoste.com/on/demandware.store/Sites-DE-Site/de/Page-Show?cid=corporate-group.
LACOSTE. (n.d.-b). Wer war René Lacoste (in Wirklichkeit)? | LACOSTE. Retrieved December 8, 2018 from https://www.lacoste.com/on/demandware.store/Sites-DE-Site/de/Page-Show?cid=rene-lacoste.
Levi Strauss & Co. (2016). Levi Strauss & Co. History—Tracey Panek Interview 2016. Retrieved from https://www.youtube.com/watch?v=hlJ911HYEuY.
Levi Strauss & Co. (2017). Get to Know Levi Strauss & Co. Retrieved from https://www.youtube.com/watch?v=rgKii0QLAm4.
Levi’s. (2018, February 7). Levi Strauss annual report 2017. Retrieved from https://www.levistrauss.com/wp-content/uploads/2018/03/Levi-Strauss-Annual-Report-2017.pdf.
Marc Cain. (2017). Marc Cain Unternehmensfilm DE. Retrieved from https://www.youtube.com/watch?time_continue=16&v=PF7Ncd7Q8XU.
Marc Cain. (2018, November). Marc Cain factsheet. Retrieved from https://www.marc-cain.com/out/media/Company/K_Marc-Cain_Factsheet_DE.pdf.
Mossner, C., Forster, L., & Mannes, J. (2017). Video-Storytelling: Eine praxisorientierte Anleitung für innovative Unternehmen. vdf Hochschulverlag AG.
New Balance. (2018, June 21). New Balance Press Box : Boston Celtics, New Balance Unveil Newly Renovated Gymnaium For Youth At West End House Boys & Girls Club. Retrieved December 9, 2018 from https://newbalance.newsmarket.com/latest-news/all/boston-celtics--new-balance-unveil-newly-renovated-gymnaium-for-youth-at-west-end-house-boys---girls/s/61f23027-ce88-473b-85bc-a25c7b2d6eb3.
Primark. (2017). PRIMARK | Größte Sorgfalt—von der Produktion bis in die Filiale. Retrieved from https://www.youtube.com/watch?v=pvrzviA38O8.
Primark. (n.d.). Primark annual report 2017. Retrieved from https://www.abf.co.uk/ar2017/dist/documents/ABF_Annual_Report_2017.pdf.
SCHIESSER HK. (2015). SCHIESSER brand video. Retrieved from https://www.youtube.com/watch?v=jUo1mucKBwk.
Textilwirtschaft. (2018a, March 22). Jahresbilanz : Gruppe Calzedonia: Umsatzplus von 9%. Retrieved December 9, 2018 from https://www.textilwirtschaft.de/business/unternehmen/jahresbilanz-gruppe-calzedonia-umsatzplus-von-9-209392.
TextilWirtschaft. (2018b, October 17). Die größten Modeunternehmen Europas. Retrieved from https://www.textilwirtschaft.de/news/media/13/Die-grten-europischen-Modemarken-Anbieter-2017-120353.pdf.
The Berrics. (2016). New Balance Numeric—Trajectory. Retrieved from https://www.youtube.com/watch?v=TKJLMSCEGNM.
Valentino. (2018). COUTURE IS FAMILY. Retrieved from https://www.youtube.com/watch?v=lWYXUqYqz14.
Vans. (n.d.). About Us. Retrieved December 9, 2018 from https://www.vans.de/since66.html.
VF. (n.d.). VF annual report 2017. Retrieved from https://d1io3yog0oux5.cloudfront.net/_d1b20fff30c23a2a13358e4e0621616e/vfc/db/74/55760/annual_report/VF+Corp+2017+Annual+Report.pdf.
Youtube. (n.d.). Presse—YouTube. Retrieved December 4, 2018 from https://www.youtube.com/intl/de/yt/about/press/.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 Springer Nature Singapore Pte Ltd.
About this chapter
Cite this chapter
Bug, P., Hohnhorst, M. (2020). Self-referencing Fashion Brand Films. In: Bug, P. (eds) Fashion and Film. Springer Series in Fashion Business. Springer, Singapore. https://doi.org/10.1007/978-981-13-9542-0_7
Download citation
DOI: https://doi.org/10.1007/978-981-13-9542-0_7
Published:
Publisher Name: Springer, Singapore
Print ISBN: 978-981-13-9541-3
Online ISBN: 978-981-13-9542-0
eBook Packages: Business and ManagementBusiness and Management (R0)