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

Olajumoke, Taiwo; Ozuem, Wilson

Worcester Research and Publications

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

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Olajumoke, Taiwo and Ozuem, Wilson (2024) Examining The Relevance of Storytelling and Sustainability to Fashion and Luxury Brands. In: GBATA (Global Business and Technology Association) 25th Annual International Conference Theme: Developing Innovative Strategies for a Changing World, July 9-12th, 2024, Altis Grand Hotel in Lisbon, Portugal. (Unpublished)

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Official URL: https://easychair.org/smart-program/GBATA2024Confe...

Abstract

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.

Item Type:	Conference or Workshop Item (Paper)
Additional Information:	Session MK6: E-Marketing and E- Retailing: Implications for Consumer Satisfaction and Loyalty
Divisions:	College of Business, Psychology and Sport > Worcester Business School
Related URLs:	https://gbata.org/conference/
Depositing User:	Katherine Small
Date Deposited:	08 Sep 2025 11:50
Last Modified:	08 Sep 2025 11:50
URI:	https://eprints.worc.ac.uk/id/eprint/15379

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