Omnichannel Storytelling the Reformation Way

Duffy, K. and Nobbs, K. (2018) Omnichannel Storytelling the Reformation Way. Series: Bloomsbury fashion business cases. Bloomsbury Publishing: London, UK. (doi: 10.5040/9781474208796.0023)

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Abstract

This case focuses on how value-driven omnichannel storytelling has become a relevant brand strategy approach within the fashion sector. Utilizing the fashion brand Reformation, this case considers how a brand story is created and communicated online across multiple touchpoints. Storytelling appeals to consumers on an emotional level because it positions them in the center. In creating an authentic brand story, storytelling connects the brand with the consumers’ needs in a way that fosters trust, builds an engaged community around brand values, and should help establish brand loyalty. However, creating a compelling narrative across touchpoints on and offline in an omnichannel brand world can be complex. In this case, we explore how a brand story is communicated by the fashion brand Reformation across their digital touchpoints (focusing on their website, e-commerce and Instagram), to maintain their brand values as a fashion innovator with sustainability at its core. The case explores how the Reformation brand uses storytelling to add value for consumers as the brand grows and scales in the market.

Item Type:Books
Status:Published
Glasgow Author(s) Enlighten ID:Duffy, Dr Katherine
Authors: Duffy, K., and Nobbs, K.
College/School:College of Social Sciences > Adam Smith Business School > Management
Publisher:Bloomsbury Publishing

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