How to use product storytelling to differentiate your brand

Telling stories that connect means appealing to emotions, aspirations, nostalgia and even playfulness to create a bond between the product and the person who chooses it. It’s not enough to say a T-shirt is made from organic cotton or that a coat has a design you won’t find elsewhere — you need to talk about the reason behind the product.

From product to narrative: The process behind a piece with soul

Product storytelling gives soul to each piece. It’s a way for the brand to convey its values, mission and personality in a manner that feels natural — and, more importantly, unique. It means looking beyond the technical features of the product. How does the brand want the wearer to feel? Which aspects of the process can spark inspiration?

A great example of how we’ve applied storytelling is the collaboration we carried out with Bobo Choses’ lead agency on the Once Upon a Time and ICONIC Collection lines. Both their children’s and adult collections always focus on a unique and inspiring narrative, expressed through every piece, pattern and colour.

In Once Upon a Time, for example, a dress covered in fantastical creatures becomes “a window into an enchanted forest where stories come to life and trees whisper secrets”. Meanwhile, ICONIC takes a different approach by reinventing the brand’s most recognisable pieces. Here, they offer a nostalgic and reflective kind of storytelling that invites us to look back and rediscover their iconic garments — now reimagined using conscious techniques and a continuous commitment to improving the sustainability of their production processes.

How to apply product storytelling to your brand

1. Define your narrative universe

Any brand that wants to tell stories needs a well-defined universe: a visual language, a tone of voice, and a clear set of values. This universe provides the framework within which the narratives of each collection and product will unfold. Is your brand nostalgic, ironic, poetic, playful, rebellious? Is it inspired by nature, art, travel, childhood? The more coherent and defined it is, the easier it will be for your stories to resonate with your audience — and the stronger your identity will become.

2. Choose a narrative for each collection

Each collection can tell a different story — it might revolve around a theme, a feeling, a historical period or a fictional character. What matters is that the narrative feels authentic and remains true to the brand’s essence. One collection might be inspired by summer memories on the coast, another by a child’s imagination — as seen in the case of Bobo Choses.ra en la imaginación de los niños, como es el caso de Bobo Choses.

3. Write descriptions with emotion and purpose

Product descriptions are an opportunity to stand out. Instead of focusing solely on technical specifications, use language that evokes images, sensations and emotions. Talk about what the garment represents, what inspired its creation, and what it might evoke in the person wearing it. A linen jacket doesn’t have to be described as “sand-coloured linen jacket with front pockets” — it could be “a lightweight jacket that calls to mind August afternoons, walking barefoot across warm wooden floors as the wind tousles your hair”.

4. Use visual resources to support the story

Product storytelling isn’t built with words alone. Images, videos, editorials and even the music used in your campaign are part of the story you’re telling. Every visual element should be aligned. If your collection is inspired by fairy tales, your photos should reflect that — dreamy settings, childlike illustrations, and details that transport the viewer to childhood memories.

5. Listen and evolve with your community

Telling stories also means knowing how to listen. Often, it will be your own customers who expand on the narrative of your products by wearing them, sharing them and reinterpreting them. Paying attention to how your community connects with your products can spark new ideas, narrative twists or even themes for future collections. Allow your audience to take part in the storytelling too. Encourage them to share their experiences, memories and the moments they’ve lived in your garments.

Product storytelling is more than just a marketing technique — it’s a declaration of intent. It’s the decision to treat every garment your brand designs as something worthy of its own story, because it holds a process, an inspiration, and an emotion. It’s a commitment to a more human, meaningful and authentic way of communicating.

If you can tell stories that truly connect, if your product descriptions move people, if you build a world your audience wants to inhabit — then you’re not just selling clothes. You’re creating culture, identity and community.