Reading Week Research

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

I have watched; "Lucky Star" by Alan Crocetti, Tourne de Transmission x River Island, "Rising Tensions" by Agi & Sam x the Woolmark Company. Lucky Star gave me a very clear insight into what the jewellery brand was trying to suggest. It was as if they were saying that the jewellery is so beautiful that it can be worn by itself, no other accessories are needed. You can even wear it without any clothes on and it still looks stunning for both males and females to wear and admire. Tourne de Transmission x River Island doesn’t straight away seem like a fashion film but when you analyse it closely it gives the impression that the collaboration concentrated on texture, the flow of fabric and the beauty of nature and our surroundings. Rising Tensions gives the impression of both brands coming from the same background which is shown through two different filmed clips running alongside each other on the fashion film. It seems very street style based, embracing comfy yet stylish fashion. It’s as if the brand is saying, stick to you roots. Showing the day to day places that we go to, i.e. the shops, visiting friends etc.

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

The viewers get to see the brand and their products up close, the films give a clear idea as to what the brand is all about and its ethics. Fashion Films are a lot more interesting than other types of advertising like posters. The films allow you to see the products from different angles, where and how they should be worn. This enables the consumer to image themselves wearing those products putting themselves in the model’s boots. Films are an easy way of reaching out to their specific consumer as they can be watched on multiple social media sites such as Facebook, Twitter, Instagram, YouTube etc. Also, can be shown as adverts on the TV. The brand can choose which channel the film should be advertised on and what time, to fit around when they believe their consumer would be watching the TV which is a great way of marketing and promotion.

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

A film plays a huge part of a campaign as it is an easy way of getting the message across in such a visual way. Films are a great way of publicising something to such a huge target audience on a variety of different social media sites as well as TV. It allows the target audience to view it in a different way rather than just photographs depending on what the campaign is all about.

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

The advantages of Fashion Films is that they easily reach a larger audience who could be potential buyers of the products. It is a way of consumers viewing the products up close, rather than having to go to the shop they can browse from the comfort of their home phone. Photos of products can be deceiving when you’re looking on social media sites and online shopping so seeing the products in a film gives you an idea as to how they look, how the fabric sits and flows if it’s an outfit and even the size. The disadvantages would be that the consumer may assume that if they were to buy that product they would look and act the way the model does in the Fashion Film which won’t be the case. Products are always made out to be a lot bigger and better than they actually are in person which can give a very false representation of the product.