Fashion films have been appeared as an instrument use for marketing strategies inside the fashion industry, aiming for an intense connection between the consumer and luxury brand. These visual productions are tools to presents a communication of luxury brand concepts, illustrate their vision while exploring the field of advertising, digital marketing strategies, online commerce. The idea of making a fashion film is to announce new collections, collaborations and to increase the engage with the consumers.
As Susan Fournier in her book, called ‘consumer brand relationships’ mentions that consumer do not only consume products, but they produce a relationship with the brand. This is shows that this relationship is straightforward affects the consumer’s loyalty. Going in depth the luxury fashion extends to outgoing more rather than selling products which turn around the unique experience for the consumers, by making feels important and special.
Moreover, present-day marketing is aiming to targets the generation Z and Alpha, approaching with Facebook, Instagram and Tik Tok live event and storytelling. Luxury brands are keeping challenging themselves to embrace and communicate their preferences and needs.
In February 2023, Chanel published a commercial video called “Who are you coco mademoiselle? - Chanel fragrance” directed by Joseph Kosinski. In this advertisement the iconic actor Whitney Peak represent confident and dominance of a modern woman, who has a night out with friends in Paris. The film emphases the natural beauty of a woman with an elegance and sophisticated, by monochromatic clothes colours. The title ‘’Who are you Coco Mademoiselle?” established a statement which emphasise to the brand’s customers and new clients. Inviting people to grasp the essence of Coco Mademoiselle, emphasise the feeling to be unique and self-confident. This title outlining with the brand philosophy. Chanel’s advertisement dedicates the brand’s ideology of empowering women to grasp their confidence.
Furthermore, it is portrait of a self-assured which is not only emphasise the fragrance but also, reestablish the commitment of the brand to celebrate the feminine power and elegance. In conclusion, Chanel’s fashion film testifies to the brand’s communication of its value and identity through the cinematic experience.
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