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An exploration of fashion retailer own brand strategies

Julie McColl (Department of Fashion, Marketing and Retailing, Glasgow Caledonian University, Glasgow, UK)
Christopher Moore (Caledonian Business School, Glasgow Caledonian University, Glasgow, UK)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 1 March 2011




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.


Participants identified the motivations, dimensions, success factors and problems associated with the creation, development and management of the own brand

Research limitations/implications

This is an exploratory study and as such is limited to the experiences of six fashion retailers. It is, however, part of a larger empirical study.

Practical implications

The results of this study provide key areas for future research development to be applied within the fashion retail sector or to be expanded within alternative retail sectors.


The development of brand strategy within the fashion retailing sector reveals a paucity of empirical and theoretical studies. This exploratory paper seeks to address this scarcity.



McColl, J. and Moore, C. (2011), "An exploration of fashion retailer own brand strategies", Journal of Fashion Marketing and Management, Vol. 15 No. 1, pp. 91-107.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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