Abstract
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 language | English |
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Pages (from-to) | 91-107 |
Number of pages | 17 |
Journal | Journal of Fashion Marketing and Management |
Volume | 15 |
Issue number | 1 |
DOIs | |
Publication status | Published - Jan 2011 |
Keywords
- marketing
- fashion brands
- fashion management