Varol, ErdemÇelik-Varol, Merve2026-01-312026-01-31202597983373202369798337320250https://doi.org/10.4018/979-8-3373-2023-6.ch009https://hdl.handle.net/20.500.12662/10557This study is based on the analysis of how five luxury brands utilize the concept of storytelling in their fashion marketing strategies, employing the content analysis method. The concept of storytelling, a popular marketing strategy today, manifests as brand-specific narratives that convey the brands' histories, unique values, cultural heritage, and quality principles. In the current digital age, it is known that luxury brands frequently leverage storytelling in fashion marketing to establish a strong brand image. In this study, the stories in the campaigns of Louis Vuitton, Gucci, Rolex, Dior, and Prada are analyzed using the content analysis method within the fields of luxury branding, fashion marketing, and storytelling. The campaign analyses reveal that luxury brands not only offer expensive, high-quality, and rare goods and services but also present their consumers with stories that attribute a lifestyle, exclusivity, prestige, and emotional connection. © 2026 by IGI Global Scientific Publishing. All rights reserved.eninfo:eu-repo/semantics/closedAccessCommerceStrategic planning'currentBrand imageContent analysis methodCultural heritagesDigital ageEmotional connectionsGood and servicesHigh qualityMarketing strategyMarketingBook Chapter10.4018/979-8-3373-2023-6.ch0092-s2.0-105017947751265N/A229