Documentary Fashion Films crafted to inspire
Fashion Films became popular several years ago as a way for brands to transmit sensations and inspire their customers. Brands have added film to the already long list of traditional methods of marketing and advertising that include print ads, glossy magazines, fashion shows, billboards, TV commercials, and other forms of media. However, recently some brands are turning to documentary films to tell their story.
The Documentary Route
Gucci launches documentary film featuring their creative director Frida Giannini
The film is titled “The Director: An Evolution in Three Acts”. Documentary filmmaker Christina Voros and actor James Franco, who has also modeled for the brand, accompanied Frida Giannini over 18 months, capturing her at work and conducting personal interviews. Gucci first screened the film at the Tribeca Film Festival in April 2013. At the same time the brand released this two-minute trailer. They then hosted a private screening during Paris Haute Couture week. Although they were not showing a collection, Gucci took advantage of the industry gathering to trying to create excitement about the label in the fashion world.
Fashion, Jewelry and even Department Store Brands are opting for Documentary Films
New York City luxury department store Bergdorf Goodman was looking to build new relationships with consumers outside of the city. Filmmaker Matthew Miele created a documentary called “Scatter My Ashes at Bergdorf’s”. The film depicts the hidden world of the Bergdorf department stores. Bergdorf Goodman then partnered with Web platform Tugg Inc. to bring the film to potential customers in cities around the US. Here you can see a link to the trailer on YouTube.
World renowned jeweler Tiffany & Co. is also working with Miele to create a documentary scheduled to be released in 2015 that will tell the story of how Charles Lewis Tiffany developed the brand. It will take the viewer through moments in the brand´s history from as far back as 1837 up to the present. We´ll be on the lookout for it next year.
Why are famous multinational brands creating Documentary Films?
It´s all about the story.
These brands have adopted the same strategy that many of us small brands are successfully using to reach our customers. We make it personal. We tell you our story. Customers: Get to know us, what we stand for, what we do, and how we do it. We try to connect with potential customers and have them identify with and trust our brand.
Have these brands lost touch with many of their consumers and potential customers? Do they need to go back and remind us what their unique story is? What is the brand´s history? Who are the people behind the labels? What do they do ? How do they do it? Perhaps.
What is certain is that todays consumer wants to know what they buy and where it comes from. Consumers still look for a brand label, but now demand more than just a logo to get them pulling out their credit cards. Consumers require brands not just to put out pretty collections and great advertising. In the age of endless information, an overwhelming number of options to choose from when buying, and easy access to almost anything that comes from anywhere in the world, brands must constantly remind us why we are their customers and fans. Even the most consolidated famous luxury brands must work to show customers what their collections and logo are worth.