The branding strategies of British fashion retailers

Fashion retailing within the British market is characterised by large scale companies operating within a dynamic and turbulent environment. An important feature of the British fashion retailing sector is the extent to which the leading fashion retailers sell products marketed under their own name. The sale of own brand products offers fashion retailers' control over retail operations, is a basis for differentiation within the market, and is the means by which the corporate brand is represented within the public domain. This study examines the branding strategies of British fashion retailers, considering the issues which are important to the creation. development and implementation of corporate and own brand strategies.EThOS - Electronic Theses Online ServiceGBUnited Kingdo