Storytelling is emerging as the most contemporary and powerful communication weapon for companies and products. Consumers connect with the magic of storytelling and companies expect to convert brand love into sales.
What does storytelling mean and how is it applied in the field of Fashion?
Moderator
Eleni Kechagia, Journalist
Experts
Eirini Parsa, Marketing Director, Nak Shoes
Souzana Kengitsi, Content Creator & Influencer
Petros Dokos, Creative Director, Reach Media
Storytelling is emerging as the most contemporary and powerful communication weapon for companies and products. Consumers connect with the magic of storytelling and companies expect to convert brand love into sales.
- What does storytelling mean and how is it applied in the field of Fashion?
- In the new digital age, is storytelling the most direct way to promote a product?
- For what reasons has storytelling become more connected and tied to the fashion industry?
- In what ways do companies ensure that the message is correctly captured through storytelling?
- With what kind of strategies is the storytelling of a brand built?
- How are the values of a brand communicated through storytelling?
- Are influencers the ideal medium for proper storytelling?
- How does storytelling translate to sales and how can companies measure this?
- Digital commerce and digital communication; in what ways did NAK manage to take advantage of storytelling and highlight it as a best practice, pioneering the Greek Fashion market?
- In the new era of Fashion, as it is shaped by technology and social networks, what are the key characteristics of a "powerful" story that goes viral?
Eleni Kechagia is Lifestyle Editorial Director at Liquid Media.
Having passed through staff positions in the country's major media - digital, newspapers, magazines and television - Eleni Kechagia has undertaken the development of new projects of the group that will focus on women empowerment and the promotion of female personalities, while also she works as Chief Editor at jenny.gr.
She has served as Editorial Director at portraits.gr, while in the past she served in similar positions of responsibility in big groups including DPG GROUP, Proto Thema, Koolworks, Eleftheros Typos, etc.
Eirini Parsa has been Marketing Director & Communications at NAK Shoes since 2014. She is a graduate of the University of Piraeus, from the Department of Industrial Management and Technology. She started working in the field of marketing before even graduating, in the Attic Publishing Group as Assistant Media Manager. Later she explored other fields of marketing such as sports marketing and food marketing and finally ended up in the beauty industry as a Marketing Manager in an import cosmetics company. In February 2014, she assumed the position of Marketing Director & Communications at NAK Shoes with the aim of building the company's marketing strategy, focusing on e-commerce and transforming the brand. Since then, she has always been looking for ways to develop the company and make it one of the most recognisable and inclusive brands in the industry. In 2022, she was featured in the 100 Best Marketers, the first Marketers Powerlist 100 published by Marketing Week. As a lover of self-development you will probably see her with a book in her hand!
Souzana Kengitsi started her career 12 years ago as a journalist. She has collaborated as a beauty editor with the biggest women's magazines such as Elle and Marie Claire as well as with television shows in Greece and Cyprus. In recent years she launched her own YouTube Channel, Souzanna's Beauty Secret, and her personal website. Through her own social media, she creates content related to beauty, fashion, lifestyle and traveling around the world. The most recent creation bearing her signature is the establishment of her own brand @hey-beauty.gr, an online beauty concept store.
Petros Dokos studied Science and Economics, however, he started his career as a Communications Manager ensuring a stable path in the Internet field. He continued as Digital Account Director at OgilvyOne, went on to become the founder and director of the site Provocateur.gr and today works as Head of Content at Reach Media. A restless spirit but also very creative at the same time, he channels his curiosity and energy into the development of his clients' social media channels and digital communities.
