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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.

Defines and discusses the level of quick response implementation by fashion retailers, their understanding of quality response (QR) is explored and the processes for replenishments examined. This exploratory study, based on a survey of fashion retailers trading in the UK, revealed that information technology is particularly important to the large, multiple “own brand” fashion retailers as it enables the various parties in the supply chain to communicate and to respond to demand. Results indicate that retailers have not fully understood the benefits of implementing a QR strategy and perceive it more often as a strategy for internal supply chain management rather than an external supply chain strategy.

Developing a strong, positive image has become essential to the maintenance of sustained competitive advantage. Research into store image has allowed retailers to create positioning strategies and enabled them to differentiate their stores in terms of the products, prices or services on offer. This paper presents the findings of a survey based on responses from 860 customers of multiple retailers selling womenswear fashion clothing. It examined the principal dimensions involved in store image, utilising a multi‐attribute model, and compares results with qualitative store choice statements. The paper concludes by exploring how retailers could manipulate image variables to maintain or defend their market positioning.

The key purpose of this paper is to examine the principal dimensions involved in store‐choice decisions and to discuss the trade‐off consumers make in their judgments between salient variables. The process of conjoint analysis is considered, in the first section of the paper, as a means to understanding the behavioural dimensions of customer segmentation. The second section explores this link, with reference to recent research undertaken with a multiple menswear fashion retailer. Respondents were interviewed to elicit their preferred ‘bundle’ of store‐choice attributes, which they felt influenced them in their choice of where to shop. In the third section of the paper, an attempt is made to evaluate the trade‐offs involved in the choice process.

Examines the application and nature of parenting advantage within the context of luxury fashion conglomerates principally as a means of understanding the synergistic benefits that accrue as a result of brand consolidation within the sector.

Derived from company annual accounts, market analysts' reports and other secondary sources, the paper delineates and evaluates the ten‐year renaissance of Gucci brand from a company on the verge of bankruptcy to its emergence as the world's second largest luxury group.

Through the identification of intra‐business group synergies, it is clear that the transference of brand management expertise and competence is the principal dimension of parenting advantage in the Gucci Group.

From an examination of the Gucci Group's brand management strategy, resource investments and business development activities, the paper proposes a model of the luxury fashion brand. This multi‐dimensional model identifies the components of the luxury fashion brand, locates their inter‐connections and illustrates how these collectively can provide and sustain advantage within this highly competitive sector.

The purpose of this research is to explore supply chain management issues in the Scottish textile and clothing industry, such as company awareness of automatic replenishment (AR) systems, quick response implementation (QRI), and relationships within the supply chain.

Face‐to‐face interviews were undertaken with 33 Scottish suppliers.

Results indicate that less than a third of the companies surveyed in Scotland had implemented AR/QRI systems and that many supply chain members had not fully understood the benefits of implementing information technology (IT) to support an AR/QRI strategy. They perceive it more as a strategy for retailers than as a virtual supply chain strategy.

Since this study was limited to 33 Scottish suppliers, findings can only be used as a guide for further research into the area. The next stage of this research will be to gather more responses from UK and US suppliers of fashion garments, as well as to undertake in‐depth interviews with retail buyers in order to explore the criteria they now use for establishing supplier relationships.

The paper identifies advantages which manufacturing management could achieve: namely to improve planning, reduce stockholdings, increase production and by improved communication become a preferred supplier.

In order to survive, Scottish suppliers have to sustain competitive advantage by ensuring that they have an efficient stock management system. For manufacturers of fashion goods, speed is a priority that incurs higher production and transportation costs that can be offset against fewer mark‐downs and higher gross margins. Thus, QRI is a must for multiple fashion retailers selling “own brand” merchandise, to provide them with competitive differentiation in the high fashion end of the market. This means that suppliers need to build relationships with these retailers and implement QR systems to stay in business.

Research into store image, market positioning and store choice has mainly been carried out in supermarkets or department stores and only a limited amount in speciality retailing. This study uses conjoint analysis to examine the way consumers choose where to purchase menswear fashion clothing, based on their perception and trade‐off of four attributes ‐ price, quality, selection and staff ‐ shown to be important in previous research. The results indicate that quality was the most important attribute to the respondents in this study. The paper concludes by analysing sub‐segments of shopping preferences for customers of Next for Men, a UK fashion retailer.

This research conducts a means‐end chain analysis of the food sector and explores the extent to which the findings made can be used to inform the retail positioning strategy of food retailers. Using means‐end theory as the theoretical underpinning of the study, the paper employs laddering methodology to identify the linkages between food retail store attributes and personal values. The findings of the paper present a more personally relevant representation of consumer’s perceptual orientations towards food retail store image. At the attribute level “good quality products”; “good reputation”; “store has additional services” and “value for money” are most sought after. These were linked to the consequences “feel good” and to “save time”. Overall, the findings support previous value driven research, concluding that “happiness” and “quality of life” are the most strived for personal values. Strategic implications for retailers are discussed and future research recommendations are made.

This paper aims to consider the adaptability of the traditional growth strategies of couture/fashion houses in the context of non‐fashion sectors.

By means of a case study approach based upon David Linley & Co. Ltd, a furniture design company, it explores the relevance of implementing a strategy based upon product extension as a means to market development and internationalisation.

The research demonstrates the distinct and conscious similarities between the strategy adopted by the company and that of the fashion houses as delineated in the literature. The paper concludes that there is value in pan‐sector consideration in respect of strategic planning, particularly when there are acknowledged similarities in the relative positioning of the companies within their markets.

Provides information on the strategic thinking of one company – based on the probable experiences and expectations of customers – which may have wider applicability in other areas of the fahion industry.

This paper explores fashion availability, fit and affordability in the UK stores especially for those women who wear size 16 and over; and examines their satisfaction/dissatisfaction with the retail experience.

The satisfaction of customer needs remains a fundamental tenet of marketing theory, research and application. This survey was an exploratory study into satisfaction/dissatisfaction with the fashion provision and shopping environments for women in the UK. A questionnaire solicited the views of 250 women thereby enabling the researchers to gauge consumers' views on sizing, fit and fashion availability, perception of current offers, pricing and shopping environments.

A large percentage of females, particularly those who wear size 16 and over, are dissatisfied with retail environments, fashion and sizing provision among major UK market players. While most women shopped from the high street and department stores, the larger woman had great difficulty in finding well‐fitting fashionable clothing in general, and with certain categories being most problematic. Respondents' views would appear to contradict previously accepted wisdom that clothing consumption activity is leisure and pleasure orientated; many negative experiences prevailed leaving them unhappy and disenfranchised.

The findings presented are the views of women's experiences in one city in the UK. Future research could include a wider sample from more cities.

Marketers should be aware of the need for affordable fashions for larger women. Lack of appropriate sizes is a major source of dissatisfaction. This creates negative emotions in terms of: merchandise choice, visual merchandising, store environment, sales personnel attitude, pricing policies and promotional activities. These factors are the very foundations of consumer satisfaction and the evidence of consumer dissatisfaction resulting in avoidance behaviour should be particularly worrying for retailers, given that they are operating in an increasingly competitive and saturated fashion environment.

This paper provides an initial indication of what creates consumer satisfaction or dissatisfaction about fashion, fit, affordability and retail environments in the UK particularly among larger women. This paper shows areas of specific concern for marketers.