For my graduation project, I researched the strategic role of emotional branding within the fashion industry, focusing on how it influences consumer loyalty and brand engagement. In today’s competitive and fast-paced market, emotional branding has become a vital tool for fashion brands to build genuine and lasting relationships with their customers.

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My study examined key strategies such as storytelling, cause-driven campaigns, and self-expression to understand how brands can connect more deeply with their audiences. Using a combination of literature review, consumer surveys, and expert interviews, I analyzed the effectiveness of these approaches in fostering brand loyalty and advocacy.

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In addition to the research, I developed a practical tool designed to help brands build and strengthen emotional connections with their consumers, supporting them in applying the insights from emotional branding effectively.

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This project highlights the importance of authenticity in emotional branding, especially in an era where consumers are increasingly aware of issues like greenwashing. The insights gained provide valuable guidance for brands seeking to create meaningful connections and stand out in a values-driven market.

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I’m really proud to have received a final grade of 8, which reflects how I combined my academic research with practical creativity throughout this project.

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Due to intellectual property considerations, the full academic paper and the tool are not included in this portfolio.