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Entertainment-Led Content

In: Customer Journeys in Fashion

Author

Listed:
  • Anthony M. Kent

    (Nottingham Trent University)

  • Anne Peirson-Smith

    (Northumbria University)

  • Yuri Siregar

    (University of Leeds)

Abstract

This chapter focuses on the importance of entertainment in brands/marketing media and channels for consumers. An engaging story relies on a good plot, well-developed characters, conflicts and resolution. Most consumers want entertaining material that is eye-catching, original and relatable. Consumers are still seeking the same characteristics that any excellent tale has, but without the sense that it is artificial or fabricated. Authenticity is paramount. Furthermore, as the Internet and digital technologies become more accessible, brands must try to generate content that can attract consumers’ attention and lead to longer-term engagement and connections. The chapter concludes with an exploration of how brands should embrace this shift in content consumption by adjusting their tactics to produce tales that resonate with their target audience.

Suggested Citation

  • Anthony M. Kent & Anne Peirson-Smith & Yuri Siregar, 2025. "Entertainment-Led Content," Springer Books, in: Customer Journeys in Fashion, chapter 6, pages 137-155, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-83951-1_6
    DOI: 10.1007/978-3-031-83951-1_6
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