Perspective Chapter: Optimizing the Brand-Product Narrative for a Direct-to-Consumer Webstore

Gerard Loosschilder and Diana Garoseanu

A chapter in Customer Relationship Management - Contemporary Concepts and Strategies from IntechOpen

Abstract: This paper proposes a framework for optimizing the brand-product narrative for direct-to-consumer (DTC) brand webstores. The framework helps to identify the key elements of the brand-product narrative, including the product's benefits, the brand's purpose, and the company's corporate vision. These elements are then integrated into a coherent story that is told across multiple touchpoints of a direct-to-consumer webstore. The framework emphasizes the importance of using storytelling to connect with consumers on an emotional level. The framework is illustrated with a case study of a luxury fashion brand. Luxury brands can use stories to highlight their commitment to sustainability and social responsibility while maintaining a sense of mystery and intrigue around their products. The framework in this paper can be used by any brand to optimize its brand-product narrative in a DTC webstore. By telling stories that are relevant to their target audience, brands can create a more engaging and immersive experience for consumers.

Keywords: brand-product narrative; direct-to-consumer (DTC); luxury brands; storytelling; sustainability (search for similar items in EconPapers)
JEL-codes: M10 (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:ito:pchaps:325200

DOI: 10.5772/intechopen.113402

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