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Branding design elements of mobile fashion retail apps

Victoria Magrath (Department of Textiles and Paper, School of Materials, The University of Manchester, Manchester, UK)
Helen McCormick (Department of Textiles and Paper, School of Materials, The University of Manchester, Manchester, UK)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 22 February 2013




Literature concerning branding elements is vast yet sporadic. Whilst many academics focus on one or a number of branding design elements, none have yet designed a holistic framework to demonstrate the variety of alternatives. The purpose of this paper is to identify the branding design elements within online fashion web sites and propose how they may be utilised within the design of mobile applications. An academic or practitioner must outline a taxonomy of branding elements before they can begin to empirically test their effects. It cannot be assumed that the online consumer is the same as the mobile consumer, and therefore research into how to design successful mobile fashion applications is essential.


Branding design elements are extracted from branding literature and described in the context of online and mobile utilisation. The elements are demonstrated within a holistic framework of m‐branding design elements presented for both commercial and academic appreciation. Research implications and future research avenues are additionally explored.


The paper identifies 11 m‐branding design elements classified within four key categories relating to their purpose and consistency to the brand identity.


Literature concerning the design of fashion mobile applications is scarce. With expectations of smart phone figures reaching 1.7 billion by 2013, it is the most lucrative time to be researching how the design of the mobile application might affect the behaviours of the mobile consumer. This paper is a first step in providing information as to the m‐branding elements available for utilisation within a fashion brand's mobile strategy.



Magrath, V. and McCormick, H. (2013), "Branding design elements of mobile fashion retail apps", Journal of Fashion Marketing and Management, Vol. 17 No. 1, pp. 98-114.



Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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