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The secret to a fashion advantage is brand orientation

Kerrie Brïdson (Research Fellow in the Department of Marketing, The Australian Centre for Retail Studies, Monash University, Caulfield East, Australia)
Jody Evans (Senior Lecturer at the Melbourne Business School, The University of Melbourne, Carlton, Australia)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 August 2004

Abstract

The purpose of this research was to develop a comprehensive measure of brand orientation and empirically examine whether a fashion retailer's brand orientation assists in explaining variations in its retail offer advantage over competitors. This study provides a conceptualisation and operationalisation of brand orientation within the context of fashion retailing. Four dimensions of brand orientation are introduced including distinctiveness, functionality, value adding and symbolic. The results suggest that the more brand oriented the fashion retailer, the greater its retail offer advantage over competitors. It concludes with new insights and suggestions for fashion retailers in driving greater differentiation and competitive advantage.

Keywords

Citation

Brïdson, K. and Evans, J. (2004), "The secret to a fashion advantage is brand orientation", International Journal of Retail & Distribution Management, Vol. 32 No. 8, pp. 403-411. https://doi.org/10.1108/09590550410546223

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited