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http://dx.doi.org/10.5850/JKSCT.2021.45.4.630

Representation of Heritage in Luxury Brands' Fashion Film  

Kim, Minjoo (Dept. of Fashion Design, School of Art, Sungkyunkwan University)
Yim, Eunhyuk (Dept. of Fashion Design, School of Art, Sungkyunkwan University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.45, no.4, 2021 , pp. 630-647 More about this Journal
Abstract
As generations Y and Z gain influence, luxury fashion brands are interacting with younger digital consumers through fashion film, seeking to offer them a differentiated brand experience. Using a literature review addressing characteristics of fashion films as a communication medium and luxury fashion brands' heritage in the digital era, this study examines how brands express their heritage through fashion film, categorizing those expressions in terms of implicit meaning. The case study analyzed films from Louis Vuitton, Chanel, Dior, and Burberry uploaded to YouTube between 2018 and 2020. First, to retain their status as luxury, brands emphasize historical legitimacy. Specifically, they highlight their iconic historical image, their succession of creative directors, valuable historic locations, and diversity of consumer's brand experiences. Second, by stressing craftsmanship, integrating contemporary art and local culture, and utilizing a museum aura, they use brand heritage to acquire luxury status. Third, they attempt to mythify the founders by creating the persona of the fashion designer and the artist. The results show that the heritage depicted in fashion films is a key way in which luxury fashion brands resolve the tension between accessibility and exclusivity that they encounter and to get consumers emotionally engaged with brands.
Keywords
Luxury fashion heritage; Fashion film; Historical legitimacy; Artistic status; Persona of designer;
Citations & Related Records
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