Creating, developing and managing the dimensions of the own brand: A study of UK fashion retailing

This paper seeks to consider the creation and development of the fashion retailer own brand and the management processes necessary to the effective implementation of fashion retailer own brand strategies. Interviews were carried out with forty two of the largest UK based fashion retailers. The participants identified a number of dimensions and sub-dimensions of the fashion retailer own brand which are implicit to its effective creation and development in a highly competitive environment. Participants also identified cyclical processes necessary to the effective management and implementation of own brand strategy within the fashion retail sector. The results of the paper highlight the interconnectivity between the brand dimensions and the need for management control over own brand strategy, providing guidance for fashion retailers on the implementation of their own brand strategy.