An exploration of fashion retailer own brand strategies

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  • McColl, J & Moore, C (2011) An exploration of fashion retailer own brand strategies

    Rights statement: This is a pre-copy-editing, author-produced PDF of an article accepted for publication following peer review. The definitive publisher-authenticated version in: Journal of Fashion Marketing and Management (2011), 15 (1), pp.91-107 is available from the DOI link below. Copyright © 2011 Emerald.

    Accepted author manuscript, 112 KB, PDF-document


  • Julie McColl
  • Christopher Moore

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


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. 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.


  • marketing, fashion brands, fashion management

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