An examination of product launch narratives on consumer connection: A case study of a fashion startup in Port Harcourt.
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- NGN 5000
Background of the study
Product launch narratives have become essential for fashion startups seeking to establish an emotional connection with consumers. In Port Harcourt, emerging fashion brands utilize compelling narratives during product launches to communicate their brand identity, design philosophy, and innovative approaches. These narratives incorporate storytelling elements that include the origin of the brand, creative inspirations, and the unique features of the products (Olu, 2023). By engaging consumers with authentic and relatable stories, fashion startups can differentiate themselves from established competitors and create lasting impressions that foster brand loyalty. Digital media, including live events, social media campaigns, and interactive web content, serve as critical channels for disseminating these narratives, thereby extending their reach and impact (Ibrahim, 2024). The emotional resonance created by effective launch narratives encourages consumer participation, feedback, and advocacy. This study explores how product launch narratives influence consumer connection for a fashion startup in Port Harcourt, evaluating the storytelling techniques that enhance consumer engagement and support long-term brand relationships.
Statement of the problem
Although product launch narratives are widely employed by fashion startups, there is limited research on their impact on consumer connection and engagement. Many startups struggle to quantify the effectiveness of their storytelling efforts, resulting in inconsistent consumer responses (Afolabi, 2023). Inadequate narrative cohesion and fragmented communication across multiple channels can diminish the intended emotional impact. This study addresses the gap by examining the relationship between launch narratives and consumer connection, identifying the narrative elements that most effectively foster engagement, and exploring the challenges faced by startups in maintaining a consistent and compelling brand story (Chinwe, 2024).
Objectives of the study:
To evaluate the impact of product launch narratives on consumer connection.
To identify key storytelling elements that drive consumer engagement.
To propose strategies for enhancing narrative consistency in product launches.
Research questions:
How do product launch narratives affect consumer connection?
What storytelling elements resonate most with consumers?
What challenges do fashion startups face in executing effective launch narratives?
Significance of the study
This study is significant as it provides insights into the role of product launch narratives in building consumer connection for fashion startups. The findings will guide emerging brands in Port Harcourt to refine their storytelling techniques, thereby strengthening consumer relationships and enhancing brand loyalty. By identifying the effective elements of launch narratives, the research offers practical recommendations for optimizing communication strategies in a competitive fashion market (Olu, 2023).
Scope and limitations of the study:
Limited to the topic only.
Definitions of terms:
Product Launch Narratives: The stories and messages communicated during the introduction of a new product.
Consumer Connection: The emotional bond between a consumer and a brand.
Fashion Startup: A newly established brand in the fashion industry.
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