Hot Films In Alternative Marketing Of Clothing Enterprises

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P, not long ago, directed by Baz Luhrmann (Baz Luhrmann) and adapted from Francis Scott Fitzgerald (F Scott Fitzgerald), the famous film "great Gatsby" (The Great Gatsby) was released in New York.

The movie, which we expect, will cost US $125 million.

There are a lot of different opinions about whether the film can be popular, but one thing is already confirmed: the major luxury brands have found a rolling financial resource.

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< p > no doubt, the fashion brands that are embedded in this blockbuster are everywhere, and even make the 007 latest movie "Skyfall" all overshadowed. The "big screen kill" shows a variety of brands, ranging from Tom Coca-Cola suit (Tom Ford) to zero Zero (Coke Zero).

Under the careful planning of art director Catherine Martin (Catherine Martin), "the great Gatsby" carefully displayed the Miu Miu 40 custom-made "a target=" _blank "href=" http://www.91se91.com/ "> dress" /a "and the 1920s style Prada short skirts (Prada http://www.91se91.com/). They are currently on display in the flagship store of New York, Tokyo and Shanghai, until the end of July. Each dress is decorated with crystal, embroidery, luminous metal decorations, fur and decorative fringes.

Tiffany & amp; Tiffany (Co & amp; Co), based on the fashion of the year, created jewellery for the film, including headwear, bracelet, necklace and string of pearls.

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< p > Gatsby Dicaprio (Leonardo DiCaprio) is wearing a Brooks Brothers suit in the film. The company has built 500 sets of a target= _blank _blank href=, http://www.91se91.com/, dress, /a and evening wear, and more than 1700 accessories for the film crew and the performers based on the relevant archives they kept.

The Swiss Fogal shin and Moet and Chandon (Mo t et Chandon) are the icing on the cake. As a result, the whole movie has become a new type of advertising implant, that is, it does not rely solely on the obvious close-up to display the corresponding brand, but has become an integral part of the whole film and has finally become an effective marketing tool.

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< p > some brands not only create corresponding products for the film, but also create a whole brand series. Their design inspiration is derived from their participation in the film.

For example, the Booker brothers launched the The Gatsby Collection. Their design inspiration came from the 1920s costume, including the purplish red rowing jacket, light pink linen suit, shawl collar sweater and Tate Saar flower waistcoat (if all hope is completely imitated, there are also traditional straw hat, bow tie, suspenders and white wingtip deer skin < a target= "_blank" href= "http://www.91se91.com/" > shoes > /a > Gatsby), the price ranges from 198 US dollars to 698 dollars.

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At the same time, 30 samples of jewellery designed by Tiffany are currently on display at the premiere of the film. They are sought after by various collectors (the total value is 2 million dollars, and the main headwear in the movie is priced at up to 200 thousand US dollars). P

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< p > "we have nurtured a certain number of customer groups. They are loyal fans of our brand," said Tiffany M. Jon, executive vice president of Jon. Tiffany also developed a Ziegfield Collection as a souvenir.

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James Grant James co founder, James Grant, said: "advertising placement is not new, but it is accelerating with the change of Hollywood economy". (P Starworks)

Starworks group is a global communications company. It takes the "all-around brand management" and "branded entertainment" as its own service items.

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P fashion consultant Lillian Von Stauffenberg also praised the saying: "in recent years, the practice of promoting brands through films has become increasingly evident.

In the past, directors only wanted fashion companies to provide related products; now they are also looking for fashion companies to invest in film production.

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< p > indeed, an industry intermediary said that the major fashion companies would be willing to provide up to 25% of the money for blockbuster films, especially luxury brands, when they show up in the film.

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< p > "by attracting fashion companies as investors, the film can also achieve the umbrella effect of publicity teams," Grant said.

The proof is: in the window of Tiffany's shop, decorated with champagne cups and diamonds decorated with diamonds, and a miniature stage scene decorated with crystal ornament columns, Booker's flagship store displays specially selected clothes.

For fashion companies, "this is a matter of popularity and brand building," Stouffer Begg said.

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< p > it can be proved that this is the same as many children's and children's products franchise stores (from Disney to Twilight (Twilight) and The Hunger Games). They sell their products for a long time by fashion, cosmetics and lifestyle.

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< p > "Disneyland has a long history of this privilege," Grant said.

"They are all around the roles and movies, creating multiple sales platforms, expanding the use of every channel (from the commodity itself to the media and publishing industry).

They have taught a whole generation how to appreciate the entertainment industry that they want to sell themselves.

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< p > in many respects, it is the same generation who grew up in the 90s of the last century, deeply influenced by the "The Little Mermaid", "The Lion King" and "Aladdin" (Aladdin) and so on Disney animated cartoon "millennial generation" - they are also the target audience of the great Gatsby.

"This movie will show the fascinating era of 1920s to this new generation of viewers," explains Kim.

"The movie scene perfectly shows the luxury and prosperity of the 1920 era, showing the Tiffany at the time, making these brands fresh."

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In the movie "the great Gatsby", at least this kind of cooperative relationship (i.e. movie and fashion brand) has certain historical rationality: the Booker brothers have been mentioned in Fitzgerald's works, Tiffany is the most popular brand in New York in 1920s.

Director Luhrmann has a long history with the fashion industry. No matter what he did for Chanel Kidman (Nicole Kidman), he was also a creative consultant for the recent exhibition of Elsa Chapariley (Elsa Schiaparelli) and Miuccia Prada (Miuccia Prada) - the "Impossible Conversations" exhibition held at the New York Metropolitan Museum (Metropolitan Museum). "Kidman"

However, when brand branding is too obvious, there will always be a risk of backlash.

"I think consumers will not mind selling movies if they are handled skillfully," Grant said.

"But sometimes the advertising campaign of fashion companies goes beyond the original partnership (for example, after the poster and TV), and if it is handled badly, it may undermine the credibility of cooperation."

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< p > Stouffer Begg said: "as long as it works properly, it plays a very important role.

In retrospect, many immortal films are associated with fashion brands and actually make films more classic icons.

When I think of the great Gatsby, originally starred by Robert Redford (Robert Redford), the first thing to bear in mind is the beautiful design of Ralph Ralph (Ralph Lauren). Whenever I think of the Breakfast at Tiffany s, the first thing I think of is the design of Givenchy in the film. When I think of the "great expectations" (Great Expectations) in 1998, the first thing I think about is Donna's design for the film.

If the design is right, it can add a lot of color to the film.

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