The Chronological Development of a Fashion Retailer Own-Brand.

In common with other retail sectors, the rise of the retailer ‘own-brand’ within the fashion market represents a shift in power from manufacturers to retailers and is indicative of market participants’ desire to gain competitive advantage over, and differentiation from, their competitors. Branding and the associated lifestyle affiliations are recognised as key components of success for participants within the fashion sector internationally; this is especially the case in the UK mid-market where historic price deflation, consumer interest in transient trends and poorly-observed copyright laws result in differentiation being difficult to sustain in tangible ways. Drawing on literature relevant to brand modeling in general and fashion branding in particular, this paper explores the dimensions of the mid-market fashion retailer own brand. The application of industry and consumer-focused primary research to this base allows the conceptualisation of the most significant dimensions – these are characterised according to their focus within the corporate and customer relationship. The expression of these brand dimensions at corporate and store levels as well as their intangible outcomes will be explored. Finally a model illustrating the chronological development of a fashion retailer’s own-brand will be proposed at the conference.