Sam Mabley, founder of ethical fashion brand Found Hea, has become increasingly concerned over the reported negative impact social media is having on our mental health. Sam is considering closing his company’s social media accounts in favor of using fashion film as his main promotional digital strategy as he feels it would be better suited to the “slow fashion” consumer. He hopes to create content that is highly engaging, leading to strong emotional connections with the viewer who will in turn share the content with their friends (e-WOM) turning them into advocates for the brand. Found Hea is a small brand with limited resources; it is aware that it needs to make an impact but is unsure which genre of fashion film will create the highest levels of engagement.
Digital marketing has become an essential aspect of fashion marketing, with social media playing a leading role for many brands and fashion film being utilized as one element of an omnichannel marketing strategy. This case explores the current thinking and strategies related to existing fashion film, allowing students to consider the different fashion film genres in use: editorial, narrative, conceptual, and documentary. With examples from H&M, Lucy and Yak, Gareth Pugh, and ASOS the case gives students the chance to explore the current fashion film landscape and how brands can use fashion film to create the type of emotional reactions in consumers that lead to brand advocacy.