Chapter 4: Fashion and Lifestyle Brands: Storytelling within Purpose-Led Brands in Order to Contribute to Growth

The importance of added value in branding cannot be overstated. Added value serves to distinguish a brand from a product [2] provides meaning to consumers in the symbolic construction of self-identity [3] and can be a strategy for competitive advantage [4]. Recently, academics and practitioners alike have recognised the benefits of added brand value communicated via stories, told not just by the brand company themselves, but also by others, including consumers [5]. Stories provide an opportunity for the brand to effectively develop emotional connections with consumers. They make information more tangible and support sense making. Further, given that conscious consumption is a matter of education [6], stories support purchase decisions that require an awareness of the environmental and/or social impact of a product or service. This is particularly important in the fashion sector wherein there is much ambiguity and skepticism around the term sustainability, due to there being no universal standardisation to certify a product being sustainable.