The rise of videography in fashion : an analysis to determine how effective they are as a marketing tool

Abstract

This paper aimed to explore the effectiveness of videography as part of fashion marketing campaigns. A qualitative approach was used and semi-structured individual interviews were conducted with 15 participants, both male and female. The recruited participants were all between the age of eighteen and thirty-five. Themes were extrapolated from the participants' narratives during data analysis. Main areas of interest included the engagement participants had with the video, eye for detail, participants preference when it comes to creativity or clothing, attention to storyline VS clothing, videography VS photography, familiarity with fashion film sites and the potential they see in video as a marketing tool and one which gives more room for creativity. After conducting this dissertation the researcher was able to determine that the use and appreciation for videography as part of the fashion marking campaigns are on the increase. This doesn't necessarily mean that it will replace the traditional medium; photography, but it’s now equally used and gaining popularity.