Stories that we wear: Storytelling as a tool for communicating fashion sustainability and raising consumers' awareness in terms of sustainable fashion
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2017-08-31
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en
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In this thesis I analyse the practice of storytelling in the communication of two sustainable Dutch fashion brands: O My Bag and Studio JUX. My study aims at providing insights pertaining to marketing communication for sustainable fashion retailers. It elaborates on the importance of storytelling practices for this particular industry. By looking at the marketing communication practices of two acknowledged sustainable Dutch brands I try to identify possible ways of engaging the customers and making them aware of the process of production of apparel.
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Faculteit der Letteren