A proposed brand architecture model for UK fashion brands

Rashid, A ORCID: https://orcid.org/0000-0003-4614-2066, Spry, L ORCID: https://orcid.org/0000-0002-1473-1205 and Pich, C ORCID: https://orcid.org/0000-0003-1259-2827, 2024. A proposed brand architecture model for UK fashion brands. Journal of Brand Management. ISSN 1350-231X

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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.

Item Type:	Journal article
Publication Title:	Journal of Brand Management
Creators:	Rashid, A., Spry, L. and Pich, C.
Publisher:	Palgrave Macmillan (part of Springer Nature)
Date:	14 March 2024
ISSN:	1350-231X
Identifiers:	Number Type 10.1057/s41262-024-00358-9 DOI 1873515 Other
Rights:	This version of the article has been accepted for publication, after peer review (when applicable) and is subject to Springer Nature’s AM terms of use, but is not the Version of Record and does not reflect post-acceptance improvements, or any corrections. The Version of Record is available online at: http://dx.doi.org/10.1057/s41262-024-00358-9
Divisions:	Schools > Nottingham Business School
Record created by:	Laura Ward
Date Added:	15 Mar 2024 16:22
Last Modified:	15 Mar 2024 16:22
URI:	https://irep.ntu.ac.uk/id/eprint/51095

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