Abstract
Based on new ways of watching series via streaming platforms and a change of buying behavior, advertising needs to focus on new strategies. Branded Entertainment gives brands the opportunity to deeper integrate their product placements into television show plots. Through a managerial perspective this increases the advertising effectiveness. The serial “Sex and the City” exemplifies successful Branded Entertainment and shows how series influence fashion nowadays. The placements are outstanding when it comes to storytelling around the brand or product, setting trends and creating a character connection plus a desire through identification. This chapter shows success factors and chances of placements for the fashion industry.
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Bug, P., Blau, L. (2020). Fashion Product Placement in International TV Series. In: Bug, P. (eds) Fashion and Film. Springer Series in Fashion Business. Springer, Singapore. https://doi.org/10.1007/978-981-13-9542-0_4
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