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Storytelling as a Fashion Brand Communication Tool

Student: Mariya Belyakovskaya

Supervisor: Tatiana Tikhomirova

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Media Communications (Bachelor)

Year of Graduation: 2020

The project describes the phenomenon of storytelling in fashion industry. The paper focuses on concept of storytelling being one of the most effective and important tools of communication in fashion industry. Main focus will be on digital tools and events. The following tools were chosen as research methods: typology and classification, in-depth interviews, observation, induction and deduction; content analysis. The study begins with questions regarding communications, media communications, starting with their definition and ending with methods and features in the field of fashion. Further, the focus shifts to the phenomenon of storytelling, its scope and features. The next part is also devoted to storytelling, but already within the scope of fashion. We consider such PR and marketing tools as: SMM, influencer marketing, branded spaces, collaborations and advertising. Also there is a examples of successful storytelling of international brands. The final part presents an analysis of two Russian brands Ziq & Yoni and Walk of Shame. Thus, the study helps to conclude that storytelling is one of the key elements of a marketing strategy. However, each brand should use it differently. Furthermore some brands are considered successful without storytelling at all.

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