Resumen de Luxury Fashion Storytelling: Branding Performance on Instagram
This paper addresses the state of art regarding digital fashion communication and branding performance, describing Instagram as a storytelling tool. For some years now, luxury fashion brands have experienced the need to develop a new way of communicating their identity due to two key factors: the emergence of new consumers on the luxury scene and the emergence of online channels. In this context, storytelling appears as an effective strategy since it is a universal technique capable of transmitting the same message to different audiences, facilitates the participation of producers, and performs well in the digital context. Among the new online communication channels, Instagram is better in responding to these new needs. It is an eminently visual channel, so it is natural for the luxury fashion sector as a universal language. This paper seeks to shed some light on fashion communication on Instagram based on storytelling strategy and explore the best practices among luxury fashion brands. In our conclusions, we formulate a decalogue of good practices that can guide developing communication for fashion brands through a storytelling strategy.
