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Brand storytelling is a marketing strategy that helps brands connect with their target market using stories. The narrative is designed to build an emotional connection and help consumers match your brand with their own core values. “Marketing in the fashion world is all about brand storytelling,” says Adair Findley, creative director of Coney Island Picnic. “You need to think about your brand’s position to the consumers—what story does your clothing, social media, website, and even packaging tell the customer? What kind of reputation do you carry, and is it cohesive across your entire brand?” Fashion ecommerce is a crowded industry that was valued at $871.2 billion in 2022. Combine that with a surge in dropshipping and the rise of companies like Shein offering good quality clothes at low prices, and it’s harder than ever for fashion brands to stand out.