Zara Joins the Trends

Le résumé fourni par la source

Brands are the universal symbols of the modern era, comprising a set of values with which the consumer identifies. To activate a brand is to make its promise tangible through different marketing and advertising tools. The fashion film is established in the retail sector as a form of brand communication, which can encompass fashion, photography, film, advertising, music, and art, becoming heir to different and varied artistic disciplines: a format that allows interaction with customers by breaking traditional boundaries through transmediality. The aim of this chapter is to analyse the series of three fashion films, “Zara Sce-nes,” launched in 2019, in the context of the communication of changes in the brand's business strategy. With this purpose, the different chapters are analysed from the fashion film perspective as social media content and a brand communication tool.

Ce résumé expose les affirmations des auteurs. BNTIC ne l’interprète pas comme une validation indépendante des résultats.