Brand Narratives Reshaping Fashion and Style: Exploring the Determinants of Store Identity and Consumer Identity Construction in Pakistan

Abstract

In the context of contemporary fashion retail in Pakistan, brands play a pivotal role in reshaping both store and consumer identities. This study examines how brand narratives, particularly through taglines and retail environments, influence the formation of consumers' personal and social identities. The findings suggest that consumers actively select brands that align with their desired self-image, indicating a significant impact of brand narratives on the formation of identity. The research also reveals that social identity construction is a stronger motivator in brand preference than personal identity. By analysing the behaviours and preferences of consumers of ten prominent fashion brands—Alkaram, Warda, Khaadi, Sapphire, Ethnic, Gul Ahmad, Junaid Jamshed, Nishat, Kayseria, and Generation—this study unveils the underlying factors that drive consumer decisions, with a focus on how brands promote a self-image through alignment with personal aspirations. The data, collected via a brief questionnaire and semi-structured interviews, highlights that elements such as store personality, variety of merchandise, and the behaviour of retail staff are key factors in shaping consumer perceptions. This research contributes to the development of the Brand-Consumer Identity Alignment Framework, which examines the layers of emotional and psychological connections between brands and consumers, highlighting how these connections influence the construction of consumer identity and brand loyalty within the Pakistani fashion industry.