From rags to riches – creating and benefiting from thefashion own‐brand

The UK retail fashion sector has been metamorphosed in the past decade with the emergence of new UK players, increased foreign participation and the reformulation of image, and buying strategies by the established fashion retailers. In a market characterized by produce with little generic differentiation, the fashion own‐brand has emerged as the cornerstone of the marketing strategies of the major retail fashion players. Involving representatives of 11 major UK fashion retail companies, seeks to identify the mechanisms by which own‐brands are created and maintained. Key ingredients identified include a sound customer knowledge, the development of an own‐brand image representing a discernible array of lifestyle images through brand advertising and promotion. Also recognizes a cluster of important retailer benefits attributable to own‐branding. Concludes with the assertion that own‐branding is likely to remain a key aspect of the UK fashion market, and questions the future for manufacturer fashion brands.