Consumer perception of five UK fashion retailers

Developing a strong, positive image has become essential to the maintenance of sustained competitive advantage. Research into store image has allowed retailers to create positioning strategies and enabled them to differentiate their stores in terms of the products, prices or services on offer. This paper presents the findings of a survey based on responses from 860 customers of multiple retailers selling womenswear fashion clothing. It examined the principal dimensions involved in store image, utilising a multi‐attribute model, and compares results with qualitative store choice statements. The paper concludes by exploring how retailers could manipulate image variables to maintain or defend their market positioning.