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More than just a name above the shop: a comparison of the branding strategies of two UK fashion retailers

Grete Birtwistle (Grete Birtwistle is Lecturer in the Department of Consumer Studies, Glasgow Caledonian University, Glasgow, UK)
Paul Freathy (Paul Freathy is Senior Lecturer at The Institute for Retail Studies, University of Stirling, Stirling, UK)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 September 1998

10984

Abstract

UK fashion retailing is characterised by high levels of market concentration, centralisation and outlet standardisation. In the pursuit of market share, the multiple fashion retailers are implementing branding strategies that aim to differentiate their product offer and reinforce their market positioning. Empirical research, via key informant interviews, examined the branding decisions of two multiple fashion retailers and established four main methods of brand differentiation.

Keywords

Citation

Birtwistle, G. and Freathy, P. (1998), "More than just a name above the shop: a comparison of the branding strategies of two UK fashion retailers", International Journal of Retail & Distribution Management, Vol. 26 No. 8, pp. 318-323. https://doi.org/10.1108/09590559810231788

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MCB UP Ltd

Copyright © 1998, MCB UP Limited

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