STRATEGIC BRAND STORYTELLING AND ITS IMPACT ON CONSUMER BEHAVIOR IN THE INDIAN FASHION MARKET

Abstract

The Indian fashion industry has witnessed significant transformation owing to rapid digitalization, increasing disposable incomes, evolving consumer preferences, and the widespread adoption of social media. In this competitive environment, strategic brand storytelling has emerged as an effective marketing approach for building emotional connections, enhancing brand identity, and influencing consumer behaviour. Although previous studies have explored storytelling and digital marketing independently, limited research has comprehensively examined the strategic role of brand storytelling in the Indian fashion market by integrating consumer behaviour, digital platforms, influencer marketing, and cultural sensitivity. This study addresses this research gap by investigating how storytelling influences consumer engagement, brand perception, and purchase decisions in the Indian fashion industry. The primary objective of the study is to analyse the role of strategic brand storytelling in influencing consumer behaviour, identify effective storytelling strategies across different market segments, and evaluate the contribution of digital platforms and influencers in strengthening brand narratives. A qualitative research methodology based on secondary data analysis and case study approach was adopted. Academic literature, industry reports, and selected campaigns of leading Indian brands such as Nykaa, Tanishq, and Manyavar were analysed to examine storytelling practices and their outcomes. The findings reveal that authentic, emotionally engaging, and culturally relevant narratives significantly improve brand awareness, consumer trust, engagement, purchase intention, and long-term customer loyalty. Digital platforms, influencer collaborations, and user-generated content further enhance storytelling effectiveness by increasing credibility and audience reach.