Brand Image Attitude and Perceptions toward a Brand during the Course of an Acquisition in the UK Clothing Industry
Title
Brand Image Attitude and Perceptions towards a Brand during the Course of an Acquisition in the clothing industry in the UK
Brand is a powerful tool to attract more consumers to buy particular products. In a developed country like UK, clothing industry is one of the major industries that substantially contribute to the economy. As consumer’s decision making plays a big role in any market, it is vital to study how consumers make their choices when purchasing clothes to evaluate the impact of any particular brand in the market, especially due to the availability of various existing varieties and tough competition among different brands. Not all consumers are loyal to a single brand and many; often switch between different brands possibly due to different marketing techniques and promotional offers used by competing brands. This poses economic risk to certain brands and even to the nations that represent these brands. Therefore, it is in the best interest of the producers of these clothes to study the consumer behaviour and their preferences towards various promotional offers and discounts; an effective market research in this regard may include questions that enquire the consumers about the promotional schemes that attracted them, the advertising media through which they can most likely be reached, their interests in knowing more about the brand. As far as the UK clothing industry is concerned, there is a fashion for own brand development, determined markets, tough competitive activities, a polarized marketplace, short-life-cycle products, as well as fluctuating consumer requirements (Marciniak and Bruce, 2004; Siddiqui et al., 2003). As per Moore (1995), textile retailers tend to be inclined to create product differentiation in which they can distinguish themselves from their potential competitors in terms of product character like design and price. Even though the UK is overwhelmed with fashion brands, the market is characterized by products with small
Brand Image Attitude and Perceptions towards a Brand during the Course of an Acquisition in the clothing industry in the UK
Brand is a powerful tool to attract more consumers to buy particular products. In a developed country like UK, clothing industry is one of the major industries that substantially contribute to the economy. As consumer’s decision making plays a big role in any market, it is vital to study how consumers make their choices when purchasing clothes to evaluate the impact of any particular brand in the market, especially due to the availability of various existing varieties and tough competition among different brands. Not all consumers are loyal to a single brand and many; often switch between different brands possibly due to different marketing techniques and promotional offers used by competing brands. This poses economic risk to certain brands and even to the nations that represent these brands. Therefore, it is in the best interest of the producers of these clothes to study the consumer behaviour and their preferences towards various promotional offers and discounts; an effective market research in this regard may include questions that enquire the consumers about the promotional schemes that attracted them, the advertising media through which they can most likely be reached, their interests in knowing more about the brand. As far as the UK clothing industry is concerned, there is a fashion for own brand development, determined markets, tough competitive activities, a polarized marketplace, short-life-cycle products, as well as fluctuating consumer requirements (Marciniak and Bruce, 2004; Siddiqui et al., 2003). As per Moore (1995), textile retailers tend to be inclined to create product differentiation in which they can distinguish themselves from their potential competitors in terms of product character like design and price. Even though the UK is overwhelmed with fashion brands, the market is characterized by products with small