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Zara Joins the Trends: Analysis of Its Content Creation Within the Framework of Its Business Strategy
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Author(s): Belén Ramírez Barredo (CEU San Pablo, Spain), Beatriz Guerrero González-Valerio (CEU San Pablo, Spain)and Davinia Martín Critikián (CEU San Pablo, Spain)
Copyright: 2023
Pages: 16
Source title:
Handbook of Research on Digitalization Solutions for Social and Economic Needs
Source Author(s)/Editor(s): Richard Pettinger (University College London, UK), Brij B. Gupta (Asia University, Taichung, Taiwan), Alexandru Roja (West University of Timisoara, Romania)and Diana Cozmiuc (West University of Timisoara, Romania)
DOI: 10.4018/978-1-6684-4102-2.ch013
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Abstract
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.
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