Audiovisual Storytelling Approaches in the Marketing of Luxury Clothing Brands

Abstract

Since ancient times, clothes have served to distinguish between different social classes. The marketing of luxury brands has been characterized by changing and full of multiple strategies. One of them is the use of storytelling, called the art of storytelling. This chapter delves into the use of audiovisual storytelling within the main brands of haute couture worldwide: Chanel, D&G, Versace, Dior, Prada, Burberry, Armani, Hermès, Louis Vuitton, and Gucci. The objective of the investigation is to analyze elements such as the narrative, the characters, the plot, or the aesthetics used. The sample consists of more than 50 ads, of which 24 were taken as storytelling. The results show different styles in the use of the narrative, as well as different archetypes in the characters and various aesthetic, formal and content patterns according to the brand under investigation.