Storytelling is a buzzword in luxury that is usually employed to describe a brand’s efforts at developing an emotional attachment with the consumer. But the greater storytelling, in my mind, is the story the consumer tells her girlfriends. Pre-COVID-19, it could have been: “I just came back from Paris and saw this exhibition… and look at these cute Louboutins I just brought back!” Okay, travel is not an option right now. But I very much doubt, post-COVID, that the story will be: “Hey, I browsed online for an hour, saw this, clicked twice, and then it was delivered a day later.” How dull! Read more (Jing Daily)