An exploration of fashion retailer own brand strategies

Julie McColl, Christopher Moore

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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.

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



  • marketing
  • fashion brands
  • fashion management

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