Universidad de Piura. Piura, 2017, 277 pp.

Universidad de Piura. Piura, 2017, 277 pp.

La presente tesis tiene como propósito estudiar la importancia que tienen las marcas retail de moda en la decisión de compra de productos de las categorías de ropa, accesorios y calzado para la consumidora millennial peruana de nivel socioeconómico A y B. Para lo cual, se parte de la premisa de que entre todos los factores que intervienen en la decisión de compra de productos de moda, la marca es el componente más influyente, y que puede llegar a ser determinante al realizar una compra. Así también, el estudio comprueba que las marcas son importantes para este segmento de consumidoras de moda. No obstante, la investigación evidencia que las preferencias del valor de una marca de moda no incluyen necesariamente de manera uniforme a toda su gama de productos.

In the last decade, the use of fashion films as a strategic content in the fashion industry has acquired special relevance. The objectives of this research are aimed at framing fashion films within the framework of branded content and distinguishing their specific characteristics in the sector of luxury fashion brands, such as Louis Vuitton, Hermès, Burberry and Dior. To do this, a qualitative methodology is used to study the most representative fashion films of the selected brands through an aesthetic analysis and a diegetic analysis. The results of the research show that brands conceive fashion films as content marketing, advertainment and branded entertainment, with different aesthetic and narrative characteristics.

In the last decade, the use of fashion films as a strategic content in the fashion industry has acquired special relevance. The objectives of this research are aimed at framing fashion films within the framework of branded content and distinguishing their specific characteristics in the sector of luxury fashion brands, such as Louis Vuitton, Hermès, Burberry and Dior. To do this, a qualitative methodology is used to study the most representative fashion films of the selected brands through an aesthetic analysis and a diegetic analysis. The results of the research show that brands conceive fashion films as content marketing, advertainment and branded entertainment, with different aesthetic and narrative characteristics.