Marketing fashion through storytelling – Success factors and inhibitors

Abstract

An even increasing amount of fashion brands are engaging in market activity called storytelling. The idea behind this act is to attract consumers through compelling content marketing. In this research I will detail both the success factors and the inhibitors of storytelling and their effectiveness in attracting new customers as well as retaining current customer base in fashion market. The findings suggest, that using storytelling can have a positive impact on fashion company’s revenues as well as brand status. In the fashion industry, stories enable companies to engage with their customers through shared values, resolve their paradoxes and provide them pleasure.