Storytelling and the Sustainability of Fashion and Luxury Brands: Theory and Practice

As the world enters the innovative and transformative era of digital marketing technology, businesses, sectors, organisations, firms, trades, companies, and industries wonder what is ahead of them; they face challenges to adopt and adapt to the new generation of digital marketing strategies, especially storytelling and digital content marketing. In the past ten years there has been a deceleration in the effectiveness and use of traditional advertising and marketing channels within the fashion and luxury brands industry. Some media channels, tactics, methods, and techniques are less relevant and are now unsuccessful in the marketing of luxury and fashion brands. This chapter conceptualises storytelling and the sustainability of fashion and luxury brands. It discusses issues with unidirectional marketing in relation to the evolution of digital tools. The roles of storytelling, digital content marketing, and sustainable storytelling in the fashion and luxury brands industry are emphasised. The way forward for future sustainable practices of storytelling and digital marketing are highlighted.