I read an interesting article on how brands, namely ASOS, are using storytelling to sell more clothes (clothes that carry a certain meaning) – it appears that consumers are more prone to buy and wear clothes with stories behind them, like the ASOS ‘Made in Kenya’ collection.
“As the consumer we buy stories. When we get that emotional connection from a product’s story we buy it. We want to buy products that speak to us emotionally.” – Lizzie Parsons
ASOS, however, as a fast fashion brand is also responsible for contributing to the current climate crisis. Plus, the company can afford to have entire teams articulating these stories and coming up with the most effective marketing strategies. Smaller brands don’t have that – they have the passion, talent, and potential, but lack the support necessary to go that extra mile.
I am thinking of how storytelling can be a tool to help smaller brands and fight against overconsumption in the fashion world. Fashion shows, for instance, are great occasions to incorporate elements of storytelling, to create immersive experiences that can convey what the brand is about, and can potentially create an emotional engagement between the audiences and the clothes showcased.
https://social.shorthand.com/alexander_coste/3gblKLldYi/the-art-of-fashion-storytelling