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It is recognised within the literature that strategic and operational activities associated with the development and portrayal of the fashion retailer brand, are essential to creating value and maintaining competitiveness. The literature, however, is fragmented and brand building activities are rarely considered as a coherent process. This research empirically tests a conceptual model of value chain activity for fashion retailers which was developed from the literature and was based on Porter´s Value Chain. The research involved in depth interviews with fifteen of the largest and most successful high street fashion retailers. An updated model of value chain activity for fashion retailers is proposed which takes account of recent changes and developments in the market. The results of this study provide a basis for value chain activity and added value in the fashion retailing sector.

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Dr Julie McColl is Assistant Head, Department of Business Management, Glasgow Caledonian University. Research interests, branding and fashion marketing.Professor Christopher Moore is the Director of the British School of Fashion and Assistant Vice Principal at Glasgow Caledonian. Research and Consultancy interests, luxury and global marketing

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