Impact of Brand Management and Marketing Strategies on Fashion Industry; A Comparative Study On Luxury Retail In The UK

by

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

Dynamic and global changes are occurring in today's fashion industry. Globalization is changing the competitive arena. Strategic marketing provides tools to formulate a vision as to how to sustain a competitive advantage. In today's market environment, it is imperative that companies that produce manufactured fashion clothes and sustain a global competitive advantage. A number of powerful companies in various nations are currently competing for a position in the fashion market. Hence, differentiation and a competitive marketing strategy are essential. Other research has discovered fashion world broad web location conceive and value, and fashion retailers' advances to online strategy. Although emblems and branding obtain an occasional mention in some of these investigations, no one aim exactly on online branding. The increasing acknowledgement of the worth of emblems, particularly in the retail industry and the rank of emblems as one of the four most well liked consideration topics inside a fashion and method consideration forum proposes that it may be timely to discover online branding in fashion retailing in more detail. In supplement, there is a clue to propose that emblem knowledge has a direct and affirmative result on aim to take up an online retailer and that emblem familiarity leverages buy aim. This research highlights the impact of brand management and marketing strategy on Fashion Industry in United Kingdom.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the Study1

Purpose of the Study1

Problem Statement2

Aims and Objectives2

Research Hypothesis2

Structure of the Dissertation3

CHAPTER 2: LITERATURE REVIEW5

UK Fashion Industry5

Brand Positioning5

Brand Value6

Marketing Strategies6

Impact of Brand Management on UK Fashion Industry7

CHAPTER 3: METHODOLOGY8

Research Design8

Data Analysis:8

Primary Analysis Procedure9

CHAPTER 4: RESULTS10

Analysis of Interview Questionnaire10

Question 01: Impact of Brand management and marketing strategies10

Question 02: Marketing strategies11

Question 03: Brand Management11

Question 04: Brand Positioning12

Question 05: Core Values13

Question 06: Competitive Edge13

Question 07: Fashion Brands14

Question 08: Marketing Strategies of Louis Vuitton, Hermes & Pierre Cardin15

Question 09: Advertisement15

Question 10: Customer Feedback16

Descriptive Analysis17

CHAPTER 5: DISCUSSION18

Impact of Marketing Strategies on UK fashion Industry18

Louis Vuitton18

Corporate Identity18

Marketing mix19

1.Product19

2.Price19

3.Place19

4.Promotion20

Marketing strategy of Louis Vuitton20

Pierre Cardin20

Corporate Identity20

Marketing Strategies of Pierre Cardin21

Hermes22

Corporate Identity22

Marketing Strategies Hermes22

CHAPTER 6: CONCLUSION23

REFERENCES24

APPENDICES28

Questionnaire28

Sources of Literature Search31

Sources Used31

Primary Data Collection32

CHAPTER 1: INTRODUCTION

Background of the Study

The fashion industry is in a great booming growth since decades, not only in Europe but also in other parts of the world. The main raw material for the fashion industry is fashion of different fabrics, which is produced in many countries of the world especially in UK. They have assisted to stimulate perception of the Internet's promise for marketing and selling items ...