Reading The Concept of Storytelling Within the Framework of Fashion Marketing Through Luxury Brands

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dc.contributor.authorVarol, Erdem
dc.contributor.authorÇelik-Varol, Merve
dc.date.accessioned2026-01-31T15:04:27Z
dc.date.available2026-01-31T15:04:27Z
dc.date.issued2025
dc.departmentİstanbul Beykent Üniversitesi
dc.description.abstractThis 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.
dc.identifier.doi10.4018/979-8-3373-2023-6.ch009
dc.identifier.endpage265
dc.identifier.isbn9798337320236
dc.identifier.isbn9798337320250
dc.identifier.scopus2-s2.0-105017947751
dc.identifier.scopusqualityN/A
dc.identifier.startpage229
dc.identifier.urihttps://doi.org/10.4018/979-8-3373-2023-6.ch009
dc.identifier.urihttps://hdl.handle.net/20.500.12662/10557
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherIGI Global
dc.relation.publicationcategoryKitap Bölümü - Uluslararası
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_Scopus_20260128
dc.subjectCommerce
dc.subjectStrategic planning
dc.subject'current
dc.subjectBrand image
dc.subjectContent analysis method
dc.subjectCultural heritages
dc.subjectDigital age
dc.subjectEmotional connections
dc.subjectGood and services
dc.subjectHigh quality
dc.subjectMarketing strategy
dc.subjectMarketing
dc.titleReading The Concept of Storytelling Within the Framework of Fashion Marketing Through Luxury Brands
dc.typeBook Chapter

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