This thesis examines the promotion of the British fashion industry in the underexplored genre of non-fiction British fashion film. Whilst critical attention has been paid to the role of fashion within fiction film, and costume within historical drama, the significance of fashion in non-fiction, state-sponsored British film has passed largely without exploration. The threshold of fact and fiction is the site of investigation in this analysis of film and media materials, that draw on fairy tale narratives of transformation to produce fashion as the 'integration of the two worlds of reality and imagination' (Bettelheim, 1975). The main focus of my analysis is a body of texts ranging from the forties to the present day. The corpus of study consists of films produced by British Pathé and the Central Office of Information (COI), film, televisual, and DVD outputs of royal weddings, and the BBC's live television broadcast of the 2012 Olympic Games. Fashion has a reputation for facilitating change and performing makeovers, and the texts studied here present three levels of transformation, powered by the magical fiction of fairy tales, the transformative potential of capitalism, and the renewing capabilities of the fashion industry. These texts demonstrate the way fashion stories are used to negotiate key historical junctures in British identity, finding in the structure of the fairy tale a way to articulate an economy of renewal that can be harnessed to a national, ideological state agenda aimed at women. This thesis argues that national events are commandeered as platforms for officially sponsored tales of Britain's heritage, which testify to the importance of fashion to the British economy and its role in political strategy.

This Master's Thesis draws attention to established methods and procedures in the fashion design industry that are to be compared in the context of global changes and market opportunities. Special attention is given to the concept of fashion shows as the ongoing principal marketing instrument for fashion presentation. We analyze the individual elements of fashion show production, followed by the description of the theoretical mechanism of an on-line virtual fashion show. A part of the thesis is also dedicated to a general overview of the field of fashion design and a definition of the individual parts of fashion show as a market instrument in the context of the historical development of the field.In conclusion we show new opportunities in the sphere of fashion marketing, with respect to the changes in consumers' behavior in the second half of 20th century and the expected future changes in the first half of 21st century.

La comunicación publicitaria ha ido evolucionando cada vez más a medida que el consumidor también comienza a adecuarse a las nuevas tendencias, convirtiéndose en un usuario con mucha mayor exigencia al momento de buscar satisfacer sus necesidades. Esto implica que la comunicación aplicada por marcas a nivel global también deban situarse en las estrategias de comunicación actuales como el comunicar historias y/o experiencias, de forma atractiva e impactante con el objetivo de mantenerse actualizados con esta evolución del mensaje y seguir enamorando a los usuarios. Así, implementan herramientas que van más allá de lo funcional, es decir, optan por recursos con la finalidad de transmitir una historia que involucra emociones, valores y pilares en relación a la esencia que posee cada marca, ya que ello se ha caracterizado por ser un factor potencial que permite marcar un valor diferencial de su competencia en el rubro que uno se encuentre. Mediante el uso del branded content, una estrategia considerada como la evolución del product placement, recurso caracterizado por otorgar una comunicación de valor funcional hasta la época, se tiene en consideración para el desarrollo de este trabajo, entender las nuevas estrategias aplicables por explorar en el mercado peruano, específicamente en el rubro de moda, por medio del branded content cumpliendo como objetivo cubrir metas de corto o largo plazo en el área de marketing y comunicación. El mercado de moda peruano ya está comenzando a adaptarse a las nuevas tendencias con respecto a sus estrategias comunicacionales, sin embargo, recursos como los fashion films no están siendo lo suficientemente explotados a nivel nacional, siendo una oportunidad para conocer un poco más sobre esta herramienta y, finalmente, aplicarlo para obtener mejores resultados, ya que, en la actualidad, una historia vende más que los atributos funcionales del producto/servicio en este rubro. Para ello, el análisis de contenido desarrollado a continuación será en apoyo a la metodología que expone García-Noblejas desde las “primeras y segundas navegaciones”, con el fin de descubrir la aplicación de los fashion films de Kuna y cómo reflejan su brand essence mediante el storytelling empleado en cada uno de sus materiales audiovisuales. Finalmente, el aporte de este artículo será de suma importancia debido a la carencia actual expuesta en fuentes de investigación en base a análisis de fashion films dentro del mercado de moda peruano, sector que cada día se va adaptando a las tendencias digitales estratégicas. El rubro de moda peruano está comenzando a apostar por estrategias publicitarias más intrínsecas, es decir, ocultas, esto se debe a que el consumidor ya está cansado de la saturación publicitaria expuesta en su día a día de forma muy explícita. Entonces, se emplean técnicas en donde la publicidad llegue sutilmente, sin embargo, no pierda su efectividad a la hora de comunicar. Gracias a la herramienta de los fashion films, las marcas buscan comunicar a través del storytelling, una historia que sea atractiva y logre comunicar la personalidad que posee tu marca con el fin de generar interés, fidelidad y cercanía con el público. / Advertising communication has been increasingly evolving as the consumers also begin to adapt to new trends, becoming a user with much greater demand when seeking to meet their needs. This implies that communication applied by brands at the global level should also be placed in current communication strategies such as communicating stories and/or experiences in an attractive and powerful way, in order to keep updated with this evolution of the message and keep the users falling in love with it. Thus, they implement tools that go beyond the functional, that is to say, they opt for resources with the purpose of transmitting a story that involves emotions, values and everything in relation to the essence that each brand possesses, since this has been characterized by being a potential factor that allows you to set a differential value of your competition in the area you are in. Through the use of branded content, a strategy considered as the innovation of "product placement", a resource characterized by granting a communication of functional value up to now, it is taken into account for the development of this work, to understand the new applicable strategies to explore in the Peruvian market, specifically in the fashion industry, through branded content, fulfilling the objective of covering short or long-term goals in the area of marketing and communication. The Peruvian fashion market is already beginning to adapt to new trends regarding its communication strategies; however, resources such as fashion films are not being sufficiently exploited at the national level, being an opportunity to learn a little more about this tool and, finally, apply it to obtain better results, since nowadays a story sells more than the attributes of the product itself in this area. For this, the analysis developed below will be in support of the methodology that Garcia-Noblejas exposes from the "first and second navigations", in order to discover the application of KUNA fashion films and how they reflect their brand essence through the storytelling used in each of his audiovisual materials. Last but not least, the contribution of this article will be of great importance due to the current lack of exposure in research sources based on studies of fashion films in the Peruvian fashion market, a sector that is adapting every day to strategic digital trends. The Peruvian fashion industry is beginning to invest and trust on more intrinsic advertising strategies because the consumer is already tired of the advertising saturation exposed in their day to day in a very explicit way. Therefore, techniques are used where the advertising arrives subtly, however, does not lose its effectiveness when communicating. Thanks to the tool of fashion films, brands seek to communicate through storytelling, a story that is attractive and manage to communicate the essence of your brand in order to generate loyalty and closeness to the consumers.

This paper is an attempt to identify new ways to improve consumer’s response to ethical fashion branding through written mission statements and fashion films. It examines material by three fashion brands: H&M, Stella McCartney and People Tree. Additionally, it reviews and summarizes findings of previous literature in the field of ethical and sustainable fashion branding and builds a list of principal factors that play in the success of ethical fashion branding. The paper concludes with providing recommendations to improve the branding of each case study. / BA Thesis