CINEMA AS A RETRO MARKETING TOOL: THE CASE OF COCO BEFORE CHANEL

Abstract

The growing resistance of consumers to traditional advertising models has led well-established luxury brands to seek story-driven and implicit communication channels through which they can construct and disseminate their own corporate mythologies. In this context, Coco Before Chanel (2009), directed by Anne Fontaine and portraying the corporate identity formation of Chanel—one of the most influential brands in the luxury fashion industry—constitutes a significant example of retro marketing. The primary aim of this study is to examine how cinema functions as a retro marketing tool within the luxury consumption market and to explore the role of biographical films in conveying perceptions of brand heritage and authenticity to Generation Z consumers. Adopting a qualitative case study design, the research employed focus group interviews as the primary data collection method. The cinematographic elements presented in the film were analyzed within the framework of Stephen Brown’s (2001) 4S Model, namely Substance, Symbolism, Story, and Service.

The findings reveal that Coco Before Chanel functions as an effective retro marketing medium for established luxury brands. The film successfully communicates Chanel’s historical heritage, philosophy of liberation, symbolic values, and founding narrative to Generation Z consumers, thereby strengthening admiration for the brand, a sense of belonging, and purchase intention. The results further demonstrate that cinematic narratives can effectively transmit a brand’s cultural legacy while fostering emotional engagement among younger audiences. Consequently, cinema can be regarded as a powerful retro marketing instrument that transcends conventional advertising by preserving and revitalizing luxury brands’ cultural heritage, establishing emotional connections with consumers, and reinforcing the timeless value of the brand.