McColl, Julie and Moore, Christopher (2011) An exploration of fashion retailer own brand strategies. Journal of Fashion Marketing and Management, 15 (1). pp. 91-107.

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Abstract

Purpose
– It has been proposed within the branding literature that the theory of the brand be extended within a variety of industries. The purpose of this paper is to offer a deeper understanding of the centrality of the own brand to fashion retailer brand strategy.

Design/methodology/approach
– The research involved six in‐depth interviews with large‐scale fashion retailers from a sample of the 20 largest and most successful fashion retailers in the UK.

Findings
– Participants identified the motivations, dimensions, success factors and problems associated with the creation, development and management of the own brand

Research limitations/implications
– This is an exploratory study and as such is limited to the experiences of six fashion retailers. It is, however, part of a larger empirical study.

Practical implications
– The results of this study provide key areas for future research development to be applied within the fashion retail sector or to be expanded within alternative retail sectors.

Originality/value
– The development of brand strategy within the fashion retailing sector reveals a paucity of empirical and theoretical studies. This exploratory paper seeks to address this scarcity.

Item Type:	Article
Status:	Published
DOI:	10.1108/13612021111112368
Subjects:	H Social Sciences > HF Commerce
School/Department:	York Business School
URI:	https://ray.yorksj.ac.uk/id/eprint/3270

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