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Characteristics and Categorization of Fashion Films
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 Title & Authors
Characteristics and Categorization of Fashion Films
Kwon, Jeanne; Yim, Eun-Hyuk;
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Unlike the past, when fashion brands adopted unilateral communication with their consumers, the brands today have recognized the importance of bi-lateral communication. This has led to the companies producing fashion films as a means to elicit a consensus in opinion between the brands and the consumers. Such fashion films should be understood as films using fashion that transcends time, and also as a type of fashion media. This study, which is based upon the understanding that fashion films are a part of strategic marketing for enhancing the value of brands, used domestic and international literature in order to define fashion films, and establish a theoretical basis for these films. Corroborative study was also conducted for the purpose of practical categorization. This study aims to investigate the characteristics of fashion films, and to suggest a new approach to the study of fashion films. The study adopted the research methodology used in Dudley Andrew`s film theory in order to create a theoretical frame that can be used to categorize fashion films. The theory is of significance because it is the basis for the category of motion picture fashion film and media technology fashion film. The study on the categorization and the characteristics of fashion films based upon 6 sub-categories shows a consistent trend of fashion films. From the results, it can be inferred that the films contribute, in part, to the enhancement of brand value. Fashion films have shown rapid growth with the mixture of other media, and with the introduction of cutting-edge technology. Fashion films can be used as new marketing methods for the fashion brands in this digital age.
fashion film;fashion film platform;fashion image;media technology fashion film;motion picture fashion film;
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