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Title: The branding strategies of British fashion retailers
Author: McColl, Julie
ISNI:       0000 0003 6808 0855
Awarding Body: Glasgow Caledonian University
Current Institution: Glasgow Caledonian University
Date of Award: 2008
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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.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available