# Project Description The Impact of Authentic Personal Storytelling Lin Zhou Summary Final work Passionate about the intersection of brand storytelling and consumer psychology in fashion. Currently researching how body positivity campaigns influence purchase decisions for my dissertation. With hands-on experience in trend analysis, social media marketing, and retail operations, I combine academic rigor with practical industry insights. Skilled in adobe creative suite, data analysis, and multilingual communication ( English, Chinese, Spanish). Passionate about the intersection of brand storytelling and consumer psychology in fashion. Curre... College London College of Fashion Course MSc Strategic Fashion Management Graduation year 2025 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. Final work Share this project 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 res... A link to this page has been added to your clipboard Browse related work Activism Aesthetics Body Being Human Futures Marketing Management Business Advertising Psychology Future Society