An exploration of fashion retailer own brand strategies

Julie McColl*, Christopher Moore

*Corresponding author for this work

    Research output: Contribution to journalArticlepeer-review

    35 Citations (Scopus)


    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.

    Original languageEnglish
    Pages (from-to)91-107
    Number of pages17
    JournalJournal of Fashion Marketing and Management
    Issue number1
    Publication statusPublished - Mar 2011


    • Brands
    • Fashion industry
    • Retailing

    ASJC Scopus subject areas

    • Business and International Management
    • Marketing


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