TY  - JOUR
AB  - 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.
VL  - 26
IS  - 8
SN  - 0959-0552
DO  - 10.1108/09590559810231788
UR  - https://doi.org/10.1108/09590559810231788
AU  - Birtwistle Grete
AU  - Freathy Paul
PY  - 1998
Y1  - 1998/01/01
TI  - More than just a name above the shop: a comparison of the branding strategies of two UK fashion retailers
T2  - International Journal of Retail & Distribution Management
PB  - MCB UP Ltd
SP  - 318
EP  - 323
Y2  - 2024/05/10
ER  -