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Video/The New Role of Fashion Shows in Brand Strategy

993 views · Published 18 September 2018 · 3:33 · Indexed 29 September 2026

Channel: Bocconi University · 2018 · Education

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Aimed at wider audiences and a part of brands’ storytelling, as Milano Fashion Week kicks off today the fashion shows will be consolidating their new role as of recent years, as explains in this video Paola Cillo of the Department of Management &Technology. Fashion shows have in fact taken up a new role in in company strategy and are now aimed at a wider audience (the general public and consumers and not just journalists or buyers) thanks also to the fact that  images of shows can now be shared, and commented, immediately on the web and social platforms. Fashion shows are also no more simply a commercial tool but are now part of a brand’s wider storytelling strategy. And they have become more and more real pieces of art – where the true content is not so much the product but the messages that the designer wants to convey about the brand.

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