Det var en gång ett varumärke
(2025) MODK63 20251Division of Fashion Studies
- Abstract
- In an increasingly satiated fashion market where products often resemble each other, storytelling has emerged as a key strategy for differentiation, emotional engagement and brand loyalty. This thesis explores how storytelling is used as a strategic tool in brand building within the fashion industry, using the Swedish premium rand ATP Atelier as a case study. Through a qualitative research approach combining netnographic analysis of three seasonal campaigns and a semi-structured interview with the Head Of Brand, the study investigates how stories are constructed, what they communicate and why they are used.
The analysis demonstrates that storytelling at ATP Atelier is not a decorative element but an integrated part of the brands... (More) - In an increasingly satiated fashion market where products often resemble each other, storytelling has emerged as a key strategy for differentiation, emotional engagement and brand loyalty. This thesis explores how storytelling is used as a strategic tool in brand building within the fashion industry, using the Swedish premium rand ATP Atelier as a case study. Through a qualitative research approach combining netnographic analysis of three seasonal campaigns and a semi-structured interview with the Head Of Brand, the study investigates how stories are constructed, what they communicate and why they are used.
The analysis demonstrates that storytelling at ATP Atelier is not a decorative element but an integrated part of the brands identity. Narratives are conveyed through both textual and visual formats across digital platforms such as Instagram and the brands official website. Drawing on David Aakers model of brand identity and Joan W. Scotts theory of storytelling an epistemological and political practice, the thesis highlights how storytelling is used to express authenticity, lifestyle values and cultural positioning.
The finding show that storytelling enables brands like ATP Atelier to establish a strong emotional presence and create meaning beyond the product itself. At the same time, the study raises critical reflections on the risk of overusing storytelling in digital context, where authenticity can easily be lost. This thesis contributes to a deeper understanding of storytelling as a branding practice and its growing significance in contemporary fashion communication (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9206124
- author
- Huczkowsky, Emma LU
- supervisor
- organization
- alternative title
- Once upon a brand
- course
- MODK63 20251
- year
- 2025
- type
- M2 - Bachelor Degree
- subject
- keywords
- Storytelling, Brand Identity, Fashion Communication, Emotional Branding, ATP Atelier, Lifestyle Marketing, Digital Campaigns, Premium Segment, Netnography, Qualitative Research
- language
- Swedish
- id
- 9206124
- date added to LUP
- 2026-01-29 13:01:29
- date last changed
- 2026-01-29 13:01:29
@misc{9206124,
abstract = {{In an increasingly satiated fashion market where products often resemble each other, storytelling has emerged as a key strategy for differentiation, emotional engagement and brand loyalty. This thesis explores how storytelling is used as a strategic tool in brand building within the fashion industry, using the Swedish premium rand ATP Atelier as a case study. Through a qualitative research approach combining netnographic analysis of three seasonal campaigns and a semi-structured interview with the Head Of Brand, the study investigates how stories are constructed, what they communicate and why they are used.
The analysis demonstrates that storytelling at ATP Atelier is not a decorative element but an integrated part of the brands identity. Narratives are conveyed through both textual and visual formats across digital platforms such as Instagram and the brands official website. Drawing on David Aakers model of brand identity and Joan W. Scotts theory of storytelling an epistemological and political practice, the thesis highlights how storytelling is used to express authenticity, lifestyle values and cultural positioning.
The finding show that storytelling enables brands like ATP Atelier to establish a strong emotional presence and create meaning beyond the product itself. At the same time, the study raises critical reflections on the risk of overusing storytelling in digital context, where authenticity can easily be lost. This thesis contributes to a deeper understanding of storytelling as a branding practice and its growing significance in contemporary fashion communication}},
author = {{Huczkowsky, Emma}},
language = {{swe}},
note = {{Student Paper}},
title = {{Det var en gång ett varumärke}},
year = {{2025}},
}