A proposed brand architecture model for UK fashion brands

Rashid, Arooj; Spry, Louise; Pich, Christopher

Abstract

Corporate brand identity is becoming a strategic issue in the UK fashion industry, as it is complex and constantly under pressure to differentiate. Fashion brands are expanding through a range of channels and rapidly changing takeovers, and it is unclear whether internal stakeholders are aware of the possible consequences of these approaches. In particular, there appears to be no literature on how retail and wholesale brands develop and manage their corporate brand identities during these changes and whether they draw on any meaningful connections with their customers. To understand how brand architecture might support the development of brand strategies in the UK fashion industry, perceptions of corporate brand identities were explored in retail and wholesale brands. Fifteen qualitative semi-structured interviews were conducted with elite informants. The findings reveal that retail brand identities can become disconnected from their sub-brands; therefore, brand identity may be invisible to consumers, while wholesale brands maintain a strong visible brand identity dependent on the brand’s values, historical legacy, innovation and positioning. A brand architecture model is developed that more accurately reflects the complex dimensions of UK fashion brands, particularly when channels expand and takeovers take place. These perspectives have not been reported in the literature.

Citation

Rashid, A., Spry, L., & Pich, C. (2024). A proposed brand architecture model for UK fashion brands. Journal of Brand Management, 31(5), 516-528. https://doi.org/10.1057/s41262-024-00358-9

• Journal Article Type: Article
• Acceptance Date: Feb 8, 2024
• Online Publication Date: Mar 14, 2024
• Publication Date: 2024-09
• Deposit Date: Mar 26, 2024
• Publicly Available Date: Mar 26, 2024
• Journal: Journal of Brand Management
• Print ISSN: 1350-231X
• Electronic ISSN: 1479-1803
• Publisher: Palgrave Macmillan
• Peer Reviewed: Peer Reviewed
• Volume: 31
• Issue: 5
• Pages: 516-528
• DOI: https://doi.org/10.1057/s41262-024-00358-9
• Keywords: Corporate brand identity; brand architecture; UK fashion industry; channels; elite interviews
• Public URL: https://nottingham-repository.worktribe.com/output/33018895
• Publisher URL: https://link.springer.com/article/10.1057/s41262-024-00358-9