Lin Zhou

This project explores how emotionally authentic brand storytelling—particularly narratives that promote body positivity and self-confidence—shapes the purchasing behavior of Gen Z women in the UK fashion market. Grounded in the Stimulus-Organism-Response (S-O-R) model, the research reveals that when consumers perceive a brand’s story as genuine, it sparks emotional attachment and a personal connection with the brand, leading to higher purchase intentions. Using survey data from 229 Gen Z women, the study provides both academic insight and practical guidance for fashion brands seeking to build trust, loyalty, and inclusive engagement through storytelling. The project celebrates the power of real voices and challenges brands to go beyond slogans and embrace narratives that reflect today’s diverse, confident, and value-driven consumers.