Elevating value with strategic storytelling

A curator’s role goes beyond finding the right products and looks. It’s about creating a client experience that feels bespoke, memorable, and totally personalised; one that keeps clients inspired and coming for more. Elevating this experience through storytelling has the power to increase sales, strengthen client relationships and leave a lasting impression.

This article delves into how stylists and personal shoppers can use storytelling to heighten the luxury shopping experience, while taking cues from renowned luxury brands that have perfected narrative-driven sales.

Storytelling: an essential tool for stylists and personal shoppers

In luxury retail, success is built on trust and connection. Storytelling brings products to life, transforming them from objects into essential pieces of a client’s life.

Research shows how different types of storytelling can influence sales interactions.

• Product stories prove the greatest influence on shaping a positive attitude towards encouraging a purchase.
• Brand stories, those focusing on the company or the salesperson, are more effective in improving the client's perception of the individual or brand. These narratives also tend to offer stronger reasons to purchase in one-off sales scenarios than personal anecdotes.

These findings highlight the importance of crafting the right narrative to elevate the product or establish trust with the client long-term.

Putting the data into action

1. Tap into personal narratives

Each client arrives with their own story – perhaps they’re starting a high responsibility role in their company or they want to express a more refined personal style. Understanding these stories offers a starting point for creating a tailored selection of pieces that speak to those goals.

For instance, curating a wardrobe for a professional stepping into a leadership position could involve choosing items that suggest power and confidence, drawing upon the fashion choices of other influential figures. Such an approach transforms the act of dressing and selling products into an expression of success and identity.

2. Make clients the protagonists

Every client should be positioned as the central figure in the story; not the products themselves. The curated pieces must feel like natural extensions of their lives, complementing their journey rather than overshadowing it.

Engaging clients in storytelling can also be as simple as asking them to imagine how they will feel wearing a look, where they would wear it, why it calls to them... This allows clients to engage with the pieces personally and form a deeper connection with them.

3. Shape narratives, but don’t stray from the brand’s authenticity

In luxury fashion, authenticity is everything. Clients can easily detect a narrative that feels forced. Instead, true storytelling – rooted in the history of a brand or the meaningful details of a piece – resonates more effectively.

Consider a client interested in sustainable fashion. Sharing the story behind the ethical craftsmanship of a particular designer or highlighting the sustainable materials used adds value to the selection. In this way, the item becomes more than just a fashion piece; it reflects the client’s values.

Luxury brand storytelling: Masterclass examples

Hermès: The Birkin Bag

Hermès is known for its mastery of storytelling. The Birkin bag, one of its most iconic pieces, originated from an encounter between actress Jane Birkin and Hermès CEO Jean-Louis Dumas, where Jane described her ideal accessory. This now-famous moment led to the creation of a bag that not only serves as a fashion statement, but also as a symbol of exclusivity and quality. Owning a Birkin is to own a piece of history and embody the spirit of Jane herself.

Chanel No. 5: A fragrance, a legacy

Chanel No. 5 is a prime example of a product whose story goes beyond its physical qualities. While the perfume’s floral notes are iconic, it is the narrative of sensuality that cements its place in luxury culture. From Marilyn Monroe’s famous quote about wearing nothing to bed but Chanel No. 5, to modern associations with Nicole Kidman or Margot Robbie, the perfume tells a story of charm that has lasted for generations.

Incorporating storytelling throughout the curation experience

In-person consultations

For stylists, storytelling can transform product selections. Each item curated for a client can be presented not simply as clothing but as part of a narrative that reflects their goals, desires, and lifestyle. This helps clients envision themselves not just wearing the pieces, but living in them.

Digital follow-ups

Storytelling does not need to end at the point of sale. Building an ongoing relationship with clients – through personalised recommendations or follow-up communication – ensures that the narrative continues. Whether it’s advice on additional pieces that complete a look or a simple message to check in, a strong connection builds a long term relationship.

Stylegrid offers a seamless way to extend these connections digitally. By creating curated selections through the app, stylists can manage their clients effortlessly, offering personalised selections and a narrative-driven shopping experience.

On Stylegrid’s clienteling app, curators can design and share interactive, shoppable selections of lifestyle products with clients. As soon as clients engage, the curator is notified, allowing for a continuous conversation between them. In this way, it’s not about a heel or a trench, but about the signature Burberry connection with a rainy London day.

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