Storytelling in Nordic Fashion Marketing on Instagram
Hartikka, Mira (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024051010784
https://urn.fi/URN:NBN:fi:amk-2024051010784
Tiivistelmä
Marketing and organizational communications are nowadays happening mostly on social media. Because of the enormous amount of information found online and the brief amount of time in which the content creator has to impress the viewer of the content, it is important to know strategies that attract the audience.
The idea for this thesis was born from the author’s interests and experiences concerning fashion, communications and storytelling. Storytelling is an effective way to make connection with the audience. Social media is a dominant factor in many areas today. The objective of the thesis was to bring some ideas about fashion marketing and storytelling in the Nordics together. The research was limited to Nordic storytelling on Instagram. The theoretical framework deals with fashion industry and marketing, storytelling and artificial intelligence. Methods used to convey the study were observation and semiotic picture analysis.
In the empirical part content analyses of five different Nordic fashion brands and the brand which was used as an example for the content creation were conducted. On the basis of the theoretical framework and analyses, nine images depicting suggested content for the example brand created with the use of AI tool were generated. The author planned the content and prompts, only the visualization of the images for the mock-up were generated with AI.
While conducting the study, it was established that the Nordic storytelling in fashion marketing on Instagram is quite subtle in general. The analyzed brands mainly focused on cohesion between the content and brand’s essence, while keeping the target audience in mind. Observations made while conducting the study supported the arguments that emotions and relatable protagonists play a big part in effective storytelling. Breaking the pattern, challenging the existing perceptions and raising questions with the content of stories created are often visible strategies used in fashion marketing.
The idea for this thesis was born from the author’s interests and experiences concerning fashion, communications and storytelling. Storytelling is an effective way to make connection with the audience. Social media is a dominant factor in many areas today. The objective of the thesis was to bring some ideas about fashion marketing and storytelling in the Nordics together. The research was limited to Nordic storytelling on Instagram. The theoretical framework deals with fashion industry and marketing, storytelling and artificial intelligence. Methods used to convey the study were observation and semiotic picture analysis.
In the empirical part content analyses of five different Nordic fashion brands and the brand which was used as an example for the content creation were conducted. On the basis of the theoretical framework and analyses, nine images depicting suggested content for the example brand created with the use of AI tool were generated. The author planned the content and prompts, only the visualization of the images for the mock-up were generated with AI.
While conducting the study, it was established that the Nordic storytelling in fashion marketing on Instagram is quite subtle in general. The analyzed brands mainly focused on cohesion between the content and brand’s essence, while keeping the target audience in mind. Observations made while conducting the study supported the arguments that emotions and relatable protagonists play a big part in effective storytelling. Breaking the pattern, challenging the existing perceptions and raising questions with the content of stories created are often visible strategies used in fashion marketing.