@article{2017,title={The Use of Story Marketing in Fashion Marketing: Case of Silk & Cashmere},abstractNode={Stories are a very old communication tool used to influence people with events conveyed by emotional content. In this sense, it can be said that the easiest way to persuade, teach and entertain people is to tell stories. At the same time, stories are used as powerful marketing tools that help institutions enhance their value, products, services and cultures by developing them internally and externally, and they market their stories. The use of storytelling in marketing is a marketing trend that attracts many industries today. One of these industries is fashion that takes advantage of the power of stories to serve human emotions in marketing. Storytelling provides the formation of an emotional bond between consumers and brand, and helps brand to acquire personality. In this sense, seeing marketing as a story producing and telling work also provides new inspiration in marketing. In addition, internet technology enables this type of marketing to reach more people. Especially in the corporate web sites of fashion brands, stories are published according to the concepts determined every month. Consumers interacting with the story build emotional ties with brands that have creative stories and exchange information about these brands. The aim of this study is to examine the Silk & Cashmere fashion brand, which brings together the stories and the collections with the consumers every month, as a case study.},author={Evrim KABUKCU},year={2017},journal={Journal of Academic Value Studies (JAVStudies)}}