What makes a Retail Fashion Brand A Brand Essay

What makes a Retail Fashion Brand A Brand - Essay Example The essay "What makes a Retail Fashion Brand A Brand" talks about the Brand of Fashion and how Brand becomes a Brand that can be trusted. The world Fashion is all about changing lifestyles and trends and people following them. The past decade has seen major changes in the world of retailing. It has seen major growth in the marketing and promotion of private labels indicating the increase in the growth and power of retail. However, a number of discounters and warehouse clubs have reintroduced pressure on the conventional retailers and ended up in making the competition even fiercer. The major portion of a retailer’s revenue model relies on selling manufacturer brands, which is a common factor between various other retailers offering the same brand. This factor makes it even more difficult for a retailer to differentiate himself among others. Hence, the problem not only poses a challenge but also an opportunity. If a retailer has the ability to build its own brand equity and cre ate a positive perception and recall in consumer minds, it is bound to reap in healthy profits. It would help the retailer in restoring and maintaining its competitive advantage resulting in increasing the revenue and overall profitability and in turn reducing the costs. Moreover, another advantage that a strong retail brand with high brand equity is that they have more bargaining power with their respective suppliers, which are the manufacturer brands giving them even more advantage over their competitors.