ELENA FALESCHINI

(24) GLOBAL FIELD MARKETING MANAGER, ISKO

For storytelling to be effective, it needs to be relatable to consumers as well as reflect a brand’s core values. It is also fundamental to anticipate consumers’ needs in order to meet the ever-changing expectations of society. This is done through investments made in innovation and, again, responsible practices. For example, heritage in denim is still one of the main trends, while comfort is a must-have to come to terms with today’s fast pace. In the end, what matters is what you stand up for, how much you believe in it, how well you say it and how the world can recognize itself in your message.