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Fashion discovers movies as the perfect marketing tool

Review 30 August 2009

Coco avant Chanel

Click on the picture to see gallery (1 picture)

More and more fashion brands are discovering movies as a unique marketing tool which has a worldwide reach therefore generating awareness in a subtle way. French awarn winning actress Audrey Tatou, CHANEL's new brand ambassador played this year the designer herself in COCO AVANT CHANEL, a movie by Anne Fontaine which has received great reviews. CHANEL's strategy has gone further by featuring the same Audrey Tatou in the promotional movie for the CHANEL 5 perfume shot on the Orient Express train. With the 2 movies the house of CHANEL succeeded in introducing the brand to a wider range of audience by drawing in a subtle way on its history and heritage.
The series of fashion movies continues this year with the launch of September Issue a movie by RJ Cutler about Anna Wintour's VOGUE. The movie goes behind the scenes at VOGUE and reflects on the power of VOGUE America in fashion and how it has become a bible. Indirectly, the movie creates a worldwide awareness of VOGUE magazine as a brand, especially during times of decreased circulation and advertising budgets.
TOM FORD is launching his own movie Single Man at the Venice film festival this Fall. The choice of launching his movie in Italy is not by accident, especially considering Ford prepares to launch its own womens line late next year. There is no doubt that his movie with get a lot of attention and media coverage in Venice.