‘Storytelling in the fashion industry can open up a world of creativity, when done right. It all begins with knowing your brand and understanding your audience. Once that is established, it’s all about making an emotional connection with your consumers,’ (Mines, 2015). This emotional connection, if done correctly, can ensure engagement in consumers and thus enhance their corporate reputation (Dijkmans, C., Kerkhof, P., & Beukeboom, C. J.,2015). Consumers are more likely to select companies with positive corporate reputations, and are willing to pay more for their products (Aula, 2010).