40
Product
Product
3. Deliver Story
Emotional connections with consumers have grown to become
extremely important in today’s highly competitive retail market.
Over the past recent years, successful fashion brands’ marketing
department have worked towards designing new communication strategies to efficiently reach their targeted consumers. As a
consequence, a switch in promotion priorities occurred and the
use of costly traditional marketing such as advertising dropped
considerably (4*). More focus has been given to contemporary
marketing practice including in-store experiences and promotional events, which, combined, establish brands closer to their
consumers.
‘
“You need to think about how your
product become p
art of the
consumer story”
’
WGSN Story telling: Making it work for your brand.
Storytelling is a new marketing technique highly popular nowadays amongst brands. It adds new dimensions to the consumer’s experience, who does not only stand as a client anymore but
also as a participant of the experience. Often Story telling cross
path way with story living, immersing consumers into a brand
multi-perspective experience.
Topshop constantly innovate in terms of customer interaction. For
the aw13 unique show in collaboration with Google, story-telling
and narrative were already the centre points of the project marketing strategy: “We had to make sure there was a clear story
released in a strategic narrative order”
Cristian Cussen to Fastcompany.com
While the Topshop/ Google campaign focused on digital story
telling the SS16 show will translate the digital story into a live story
by introducing it into a physical space and allowing audience to
come and live it alongside the brand. Topshop Village will translate
its existing digital experience into a physical experience
By organizing the Topshop Village, Topshop will offer the chances
to its visitors to become part of its story and history by living an
extraordinary experience and therefore generating unforgettable memories, and additional word of mouth promotion, which
will forever be linked to Topshop and Covent Garden in visitors’
minds.
‘“Immerse the the
consumer in
story - they
expect to engage,
push back and
become p
art of
the process”
’
WGSN Story telling: Making it work for your brand.
41