Monday, April 15,  2019

Why Fashion and Luxury Companies Are Investing in Film

Many companies are investing in films rather than long expensive commercials. One of the first things a marketing person ask themselves is, "How to source and engage the audience?". Well the answer this article gives is, "In today's over hyped market place, brands are looking for a highbrow boost".

Now a days, capturing the attention of customers has become an almost impossible mission. Customers want something creative and intellectual yet catchy and that has a purpose. The strategy approach  that they are taking is to bring back the long history of Hip-Hop. Starting off with film.  “We wanted to find a compelling way to communicate with the younger audiences, people who didn’t grow up with MCM,” says Rita Shukhman, senior vice president of global digital marketing. 

I chose this article because this marketing strategy caught my attention. The fact that they are starting to bring back old trends of back in the day when publicity was barely starting is interesting. The are many other turns they could take to approach this, yet they chose this one. "The company has broken away from typical marketing and retail strategies: For example, its literary journal, The Fabulist, has commissioned pieces by authors like Zadie Smith" said Meredith 

Source: 

Ives, Nat. “Why Fashion and Luxury Companies Are Investing in Film.” The Wall Street Journal, Dow Jones & Company, 15 Apr. 2019, www.wsj.com/articles/why-fashion-and-luxury-companies-are-investing-in-film-11555332389.