Matching the Narrative Fragments and Customer Identity Fragments in Omni-Channel Fashion Retail

Omni-channel fashion retail integrates diverse channels and touchpoints, generating complex overlaps and combinations. In this dynamic environment, fashion brand narratives need to shift from selling products to selling experiences. This transformation challenges brands to maintain narrative coherence while adapting to distinct channel characteristics. Simultaneously, consumers exhibit varied identity expressions across channels, reflecting different consumption needs. However, existing narrative design approaches struggle to accommodate this fluidity. This study introduces a Narrative Design Alignment Framework, examining narrative fragments from the brand’s perspective and identity fragments from the consumer’s perspective. By mapping brand narratives and consumer identities across channels, the framework aligns these fragments to address the challenges of fragmented narrative design, offering a structured approach to integrating brand storytelling within omni-channel retail.