Abstract
A postmodern theory and contemporary marketing strategy, digital storytelling is the virtual means by which a story can be organized. Less traditional to the beginning, middle and end of conventional narratives, this framework suggests that individuals connect the dots of a story by comparing their reading with others. To conceptualize this model within fashion, this paper follows Christian Dior’s Secret Garden campaign as it is broadcasted and diffused through Instagram and YouTube. Carried out by consumers’ interpretations as the story unfolds, this study aims to measure the interaction of media and audience within the parameters of social network analysis following Rihanna’s casting as Dior’s newest protagonist. Characterized by its hyperrealistic nature and speeded-up cultural tropes, this case underlines the epistemic shift for luxury brand communities today. As a result, this paper indicates the success of e-word-of-mouth marketing, and denotes the strength of fashion film as an illustrative medium of communication.
Highlights
As the evolution of advertising has led to a heightened sophistication of marketing strategies, organizations must adapt in such a way to compete in the online marketplace
Justified by the lack of research surrounding the intersection of luxury fashion and social network analysis (SNA), this paper works to build a framework for future study
This paper moves for three key points which draw on the aforementioned concepts surrounding followership, engagement and their implications to carry out the theoretical evidence of digital storytelling
Summary
As the evolution of advertising has led to a heightened sophistication of marketing strategies, organizations must adapt in such a way to compete in the online marketplace. With subsequent installments in 2013 and 2014, the campaign, for a time, appeared to be a concluded trilogy; a seemingly modest triad of films led by a traditional ‘Miss Dior’ protagonist. As his initial muse, Christian Dior’s ‘Miss Dior’, continues to epitomize the typecast silhouette and demeanour of the modern fashioned body today. And in momentum with creative director Raf Simons’ recent success at Dior, the brand announced a new ambassador for their 2015 womenswear collection Moving away from these standards, Rihanna would be the new face for a fourth Secret Garden film. To comment on the complicated nature of fashion culture, this study will juxtapose the three initial Secret Garden episodes to Rihanna’s newest campaign installment
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