Use this URL to cite or link to this record in EThOS: | https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.496154 |
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Title: | The branding strategies of British fashion retailers | ||||
Author: | McColl, Julie |
ISNI:
0000 0003 6808 0855
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Awarding Body: | Glasgow Caledonian University | ||||
Current Institution: | Glasgow Caledonian University | ||||
Date of Award: | 2008 | ||||
Availability of Full Text: |
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Abstract: | |||||
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.
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Supervisor: | Not available | Sponsor: | Not available | ||
Qualification Name: | Thesis (Ph.D.) | Qualification Level: | Doctoral | ||
EThOS ID: | uk.bl.ethos.496154 | DOI: | Not available | ||
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