The Role of Cultural Storytelling in Branding Pakistani Fashion Houses

Abstract

This research study explored how cultural storytelling can be important in creating the brands of Pakistani fashion houses. Pakistani designers use the heritage material like textiles, crafts as well as historical fabric to appeal either locally or globally to a wide audience to generate unique identities. The integration of these mainstream assets helped the designers to tell the story, gain competitive advantage, and differentiate in the market. However, the literature does not talk about the strategic building and marketing of such narrative structures. It was to this gap that this study turns to analyze how the firm has used the concept of heritage as a form of branding through the incorporation of practices such as artisanal methods, modernized traditions and local theme by leading designers like Sania Maskatiya, Elan and Hussain Rehar. It delves into the marketing narrations they develop and their outcome to success on the market. The main themes were as follows: the designers are merging the cultural heritage with the modern brands and tools with storytelling are the most beneficial in market narratives. The study deployed a qualitative case study methodology and is based on semi-structured interviews, analysis of brand materials and observations in the fashion events. Thematic analysis was used in analyzing data based on Cultural Branding Theory and Narrative Paradigm Theory. The proposed results demonstrate how these strategies will be used to increase the brand identity, maintain the culture and global competitiveness. This is a contribution to the literature on fashion and cultural marketing in developing markets dedicated to the designer, marketers, and the policymakers.