Examining The Relevance of Storytelling and Sustainability to Fashion and Luxury Brands

As the world spins into the new epoch of digital tools, businesses, sectors, organisations, firms, companies, and industries wondered what is ahead of them because of digital marketing revolution and challenges to adapt, adopt and moving with the wheel of situation by adapting to digital marketing strategies of the new era of digital marketing transformation in business. This study contributes to existing literature that gives a theoretical insight, understanding and relevance of storytelling and the concept of sustainability to fashion and luxury brands. Hence, we can recognize the importance of using digital marketing strategies for fashion and luxury brands. Also to acknowledge the innovative transformation of digital marketing, thereby provide a theoretical framework for future research.