Fashion Brand Purity and Firm Performance

Brand image and brand dilution in the fashion industry

We develop a dynamic optimal control model of a fashion designer’s challenge of maintaining brand image in the face of short-term pro…t opportunities through expanded sales that risk brand dilution in the longer-run. The key state variable is the brand’s reputation, and the key decision is sales volume. Depending on the brand’s capacity to command higher prices, one of two regimes is observed. ...

In a Fashion Brand – Postmodern Tidbits

Originally, “brand” meant only a mark of identification. Brick makers in ancient Egypt marked their bricks to avoid blame for the collapse of a building [1]. In ancient times, potters would also put marks on their work for identification [2]. Today, the word “brand” has taken on a new meaning. Blackett has even argued that “...brands have come to symbolize the convergence of the world’s economi...

Building a Global Asian Fashion Brand

Effects of brand trust, perceived fit and consumer innovativeness on fashion brand extension evaluation

This study explored the effects of brand trust, perceived fit, and consumer innovativeness on the overall evaluation of vertical and horizontal extensions for fashion brands. Data were collected from 187 female consumers aged 18 or older who were familiar with Giorgio Armani, the parent brand chosen for this study. Regression results showed that brand trust was a positive predictor of the overa...

Branding of Clothing Fashion products: Fashion Brand Image Development by Marketing Communication Approach

and status with the quality and comfort they deliver. Customers have become highly brand conscious presently. Hence, brand image is a significant factor in choosing the product or brand to buy. Driven by the competitive environment in fashion business, marketers have realized that creating a favorable brand image is a key to win larger market share in its market niche. An understanding of brand...