.... With the cooperation of 11 of the UK's most successful fashion retailers, this research identifies that the responsibility for design direction and development has moved from supplier to fashion retailer, in order that the latter can fully exploit and protect the opportunities afforded to them through own‐branding...

... the development of the fashion retailer own-brand, as fashion retailers seek to maximise the advantages born from their market strength, through the development of lifestyle market positioning, communicated through the medium of precise own-brand imagery to expertly defined target market groups (such as Oasis...