From designer brand to bridge line: Brand differentiation, brand strategies and customer purchasing behaviour in Hong Kong fashion retail operation

Wessie W.S. Ling (The Hong Kong Polytechnic University, Institute of Textiles and Clothing, Hung Hom, Kowloon, Hong Kong)
Gail Taylor (Associate Professor and Associate Head of the Institute of Textiles & Clothing of the HKPU)
M.T. Lo (Senior lecturer at the Institute of Textiles & Clothing (ITC) of the HKPU)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Publication date: 1 April 1998

Abstract

Bridge lines represent a way for designers to expand their business, because typically designer merchandise is supplied to a limited number of stores. With bridge lines, the prices are lower and the line can be supplied to more stores. The bridge line market has been rapidly evolving in recent years. Retailers are paying close attention to this sector, particularly in the light of the stagnant demand for more expensive designer ready‐to‐wear collections. Despite the general economic recession, the culture of wearing fashion in the 1990s has paved the way to the growth of bridge lines.

Keywords

Citation

Ling, W., Taylor, G. and Lo, M. (1998), "From designer brand to bridge line: Brand differentiation, brand strategies and customer purchasing behaviour in Hong Kong fashion retail operation", Journal of Fashion Marketing and Management, Vol. 2 No. 4, pp. 361-368. https://doi.org/10.1108/eb022540

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Publisher

:

MCB UP Ltd

Copyright © 1998, MCB UP Limited

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