Luxury Fashion Branding: Strategic Implications for Retailers

This assignment investigates the strategic implications of luxury fashion branding within the retail sector. The focus is on understanding how luxury brands maintain their allure and exclusivity while influencing consumer preferences and behaviors. By analyzing various aspects such as brand equity, market positioning, and consumer psychology, this paper provides insights into effective strategies for retailers aiming to compete in the high-end fashion market. It discusses challenges faced by luxury brands in maintaining authenticity and adapting to digital transformations. Furthermore, the research evaluates the role of global economic factors on the luxury market's dynamics and offers recommendations for retailers seeking to enhance their brand equity and consumer engagement.

Running Head: DISSERTATION PROPOSAL
Dissertation Proposal

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DISSERTATION PROPOSAL
Table of Contents
1. Introduction, Aims and Objectives........................................................................................3
2. Literature Review...................................................................................................................4
3. Proposed methods of research................................................................................................6
3.1 Philosophical approach/paradigm....................................................................................7
Research Approach.............................................................................................................7
3.2 Research Strategy.............................................................................................................8
3.3 Data Collection Method................................................................................................8
3.4 Data Analysis Method......................................................................................................9
3.5 Anticipated Challenges and Limitations..........................................................................9
3.6 Ethical and Professional Issues......................................................................................10
4. Research Timetable..........................................................................................................10
Table 1: Research plan.........................................................................................................10
Conclusion................................................................................................................................11
References................................................................................................................................12

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1. Introduction, Aims, and Objectives
Research Background
The brand image enables an organization to easily influence the consumer buying behaviour.
In the business scenario, the brand image is the best way to enhance the growth of business in
adequate time and cost. The brand image of the company is an important element for
influencing the consumer buying behaviour towards their product and services and gains their
competitive benefit. Moreover, the main purpose of this research is to address the impact of
the brand image on the consumer purchasing in context of the UK clothing industry. In the
current business scenario, the organization should determine both consumer buying
behaviour and brand image for enhancing competitive benefits. The organization has also
gained their understanding towards the marketing strategy to improve the brand image and
influence a large number of consumers. The primary objective of brand image is to gain the
awareness of product and services among consumers (Okonkwo, 2016). The image of the
brand could direct impact on the consumer purchasing behaviour as it would directly
influence the level of consumer satisfaction. An organization considers many factors to
influence the consumer buying behaviour such as convenience, sales activities, product
quality, and brand image. For cloth industry, it is imperative for the organization to make
their unique brand image in the market place as it could be supportive to enhance the
customer satisfaction level. In addition, it is also found that the brand image could direct
impact on the level of consumer satisfaction as it could increase the sale of the product in the
targeted time.
Research aim and objectives
The main aim of current research is to examine effect of brand image on the consumer
purchasing decision in UK cloth industry. The current research aim is accomplished by
following objectives:

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 To identify the meaning and concept of brand image and consumer purchasing in
context of UK clothing industry
 To address the impact of brand image on consumer purchasing in UK clothing
industry
 To recommend the marketing strategies to improve the brand image and influence the
consumer purchasing in UK clothing Industry
Research Question
 What is the meaning and concept of brand image and consumer purchasing in context
of UK clothing industry?
 How brand image impact on consumer purchasing in UK clothing industry?
 What are the marketing strategies that will support to improve the brand image and
influence the consumer purchasing in UK clothing Industry?
2. Literature Review
To identify the meaning and concept of brand image and consumer purchasing on UK
clothing industry
According to Christopher (2016), the brand image is the opinion and perception of consumers
towards the brand. It is determined as a bundle of associations within the customer’s mind. It
shows the current position of product and service in the marketplace. It is also identified that
the brand image can be set of belief of consumers in the context of the specific brand. The
brand image can also be determined by the perception of the customer about the specific
product and services. It is a way whereby particular brand is located in the marketplace.
In oppose to this, Vigneron and Johnson (2017) examined that brand image shows the
character of the company. It is developed by experience, perception, views, and
understanding towards the product and services. It is also stated that the brand image shows
the vision and mission of the organization as the company can easily lead to the consumer

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towards their product and service. Furthermore, it is also examined that the brand image
considers certain factors like organization’s image and slogan, which supports to enhance the
awareness of product and services in the marketplace. As a result, it will support to influence
the consumer towards the brand and make a unique image in the market.
In the view of Schor (2014) consumer behaviour consists of the way whereby individual
consumers and groups that select the particular organization to buy product and services. It
also shows the activities of customers in the market and the primary reasons for performing
those acts. Organizations identify the factors that influence the consumers buying behaviour.
An Organization should also determine actual need of consumer due to easily attracting them
towards the specific products and services. It is examined that consumers are the asset for an
organization hence organization focus on satisfying the needs of consumers. It is evaluated
that behaviour of consumers is the actions of decision procedure of individual who buy
product and services for own consumption.
To address the impact of brand image on consumer purchasing in UK clothing industry
In oppose to this, Christopher (2016) explained that brand image has a direct impact on the
level of consumer satisfaction. An organization can consider different factors to influence the
customers buying behaviours like sales activities, convenience, brand image, and quality of
products. As a result, company can be capable to retain consumers by satisfying their needs.
Furthermore, it is also examined that similarity between brand image and self-image of
consumers will increase the customer satisfaction level and their preference for the specific
brand. In support to this, Varley (2014) examined that the consumer loyalty can support to
decline the switching cost as it could be imperative for enhancing the level of customer
satisfaction. Furthermore, the consumer loyalty is defined as a repeated purchasing behaviour
for any particular product and services. Consumer loyalty can positively impact on enhancing
the sale of specified goods and services.

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In the business, brand image is an important factor that drives consumer loyalty and develops
a positive relation with them.
To recommend the marketing strategy to improve the brand image and influence the
consumer purchasing in UK clothing Industry
Raheem, Vishnu, and Ahmed (2014) argued that marketing strategies will be imperative to
improve the brand image and influence consumer purchasing in UK clothing industry. It is
also stated that an organization should identify their key audience to frequently enhance the
sale of the firm. Moreover, the primary objective of define audience is to deliver their product
and services of the company in adequate time. Company should practice marketing mix
strategy to increase the awareness of brand as it would be influence the consumer purchasing
decision. In addition, there are different key people such as partners, employees, industry
analysts, and consumers that should be considered by the organization to enhance their brand
image in the marketplace. Consequently, It could be effective for easily influence the
consumers buying behaviour.
In support of this, Giovannini and Thomas (2015) explained that an organization should also
identify the business goal for attracting a huge number of consumers in less time and cost. It
will support to build a unique image in the marketplace in the adequate resources. It is
explained that a company should need to make competitive pricing strategy because of
defining the product and services and target audience for influencing consumers buying
behaviour. An organization should also determine product quality and price of competitors
for offering their product and services in the marketplace. It will also support the organization
to make a unique image and gain the growth of the firm.
According to the Sasmita and Mohd Suki (2015) organization should also determine the
brand persona by developing critical business goals and key audiences of the firm. An
organization is needed to improve their awareness about factors that influence the buying

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behaviour of people. In addition, it is found that the brand persona should define the image of
brand, hence organization consider it and influence the behaviour of consumers.
3. Proposed methods of research
Introduction
In the research study, research methodology will help the research scholar to discover the
actual information towards the research topic. There are many techniques will be considered
in the research methodology such as research design, research philosophy, sampling, data
collection method, data analysis method, research limitation, and research ethics (Khan,
Rahmani, Hoe, and Chen., 2014). As a result, the researcher will be capable to collect
appropriate information in the context of specified issues. These methods are discussed as
below:
3.1 Philosophical approach/paradigm
The research philosophy is the opinion or belief of the way wherein the information about
phenomenon would be collected, examined, and practised. The main purpose of research
philosophy is to transfer the information into meaningful or purposeful data.
Research philosophy will support researcher to get appropriate information in terms of the
impact of the brand image on consumer buying in UK cloth industry. The research
philosophy will consider two kinds of methods like interpretivism philosophy, positivism,
and relativism philosophy. In this research study, the interpretivism philosophy will be
practised by investigators to get the philosophies of research participants by considering the
survey through questionnaire method. It will also help to get the valid outcome in terms of
research problems. Moreover, interpretivism philosophy will be applied by the investigator
because the research is subjective in nature. For this research study, positivism and relativism
philosophy will not appropriate because there is no need to identify the causal relationship
between variables (Jung Jung, Lee, Kim, and Yang, 2014).

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Research Approach
Research approach will also help the researcher to gather the appropriate data in the context
of the research issue. The research approach will involve different kinds of methods like
inductive and deductive approach. The inductive approach supports to collect theoretical
understanding in the context of the research issue (Blázquez, 2014).
Consequently, the researcher will be facilitated to solve the research issue at specified time
and cost. It enabled the researcher to improve the research quality. In addition, this research is
subjective in nature hence the inductive approach will be appropriate than the deductive
approach. Besides this, the deductive approach will facilitate research scholar to develop the
hypothesis and accept and reject them on behalf of collected data (Loureiro and de Araújo,
2014). Through inductive approach, the researcher will facilitate to get an appropriate
conclusion about the impact of the brand image on the consumer buying on UK cloth
industry. At the same time, it is also analysed that the inductive approach will enable the
research scholar to attain aim and objectives of the research.
3.2 Research Strategy
The research strategy supports the research scholar to meet the research aim and objectives.
In the research study, the qualitative and quantitative research design is involved to attain the
research aim and objectives effectively. In this research, an investigator will practice both
data collection method like qualitative and quantitative research design. The mixed research
designs help the research scholar to eliminate the disadvantages of both methods and get a
reliable outcome. Moreover, the qualitative research strategy will assist researcher scholar to
get non-numeric info in terms of the research matter (Kumar and Kim, 2014). Apart from
this, quantitative research strategy will assist the research scholar to obtain the theoretical
information regarding research issue.

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3.3 Data Collection Method
a) Method for gaining access to sites, data and or informants
The data collection method supports to collect the information in terms of the research
subject. The data collection method considers certain methods like primary and secondary
data collection method. In this research study, a research scholar will practice mixed data
collection method (Kapferer, 2017). The primary data collection method will aid the research
scholar to collect fresh info towards the research problems. The primary data collection
method considers many sources to collect adequate info such as observation, questionnaire,
and interview. It will support the researcher with respect to get appropriate outcome in
adequate resources. Besides this, the secondary data collection method permits research
scholar to collect the conceptual data from the available info and attain the research aim and
objectives. There are different kinds of sources that will be used by the research scholar such
as Journal, online and offline sources, books, and company sites (Ngai, Tao, and Moon,
2015).
b) Sampling
The sampling method is imperative in the research study because it enables the research
scholar to select the appropriate sample size and get a feasible result in less time and cost. In
this, there are two kinds of methods that will be considered in research studies like
probability sampling method and non-probability sampling method. For this dissertation, a
research scholar will use the probability sampling method because of eliminating biases from
the research study (Ström, Vendel, and Bredican, 2014). The probability sampling method
will facilitate the research scholar to select research participants through random sampling
method. Through this, a research participant will support to select the candidates to collect
their opinion and views in terms of research issues. In this research, a research scholar will
choose the 40 research participants from the different region of UK. It will assist the research

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scholar to get the valid outcome. For this dissertation, a research scholar will not use a non-
probability sampling method to collect data in the context of research issue. The no-
probability sampling method will allow the investigator to select research candidates on
behalf of their age, knowledge, and experience. In this, the research candidates are enabled to
get the opinion in terms of research matter (Mackey and Gass, 2015).
3.4 Data Analysis Method
The data analysis method supports to evaluate the collected information for obtaining the
feasible outcome. A researcher will imply mixed data collection method like qualitative and
quantitative data collection method. In this research, a researcher will also practice MS-Excel
to get a valid result. In this, many methods will be considered like the chart, column, and bar
diagram to analyse the gathered data in the context of the research issue. The research scholar
also practised the SPSS method to evaluate gathered data (Flick, 2015).
3.5 Anticipated Challenges and Limitations
The research limitation will directly influence the upcoming result. Furthermore, a research
scholar will include many elements like lack of resources, cost, and time. It is also analysed
that these factors will directly influence the result. The lack of resources will make bounded
the research scholar to attain research aim and objectives. It will negative impact on the
quality of research. In addition, it is also found that the primary data collection method will
be time-consuming that will influence the performance of research. For mitigating these kind
of issues, research scholar will practise the e-mail. Through this, a research scholar will
directly communicate with research participants and response on their query. As a result,
research scholar will be capable to make a positive relationship with research participants and
attain the research objective (Neuman and Robson, 2014).

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3.6 Ethical and Professional Issues
In the research study, the ethics plays an imperative role for accomplishing the research
objectives and aim in an appropriate manner. For this dissertation, a research scholar will
practise the standard of research that will help the research scholar to enhance the research
quality. An investigator will involve different elements like university instruction, proper
referencing, and proper use of information. Hence, it will support research scholar to conduct
the research in an ethical manner. Through the ethical norms, a research scholar will also
make secure the private data of research participants for getting quality outcome
(Panneerselvam, 2014).
4. Research Timetable
Table 1: Research plan
Research activities Number of weeks
1 2 3 4 5 6 7 8 9 10
Research objective determination
Identification the research aim and objectives.
Primary data collection method
Development of questionnaire
Selection of sample size through sampling
method
Analysis of collected data
Report writing, final draft, and proofreading
Final submission
The above research plan demonstrated that the primary data collection method will take extra
time than other research activities.

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Conclusion
From the above discussion, it can be summarized that the proper determination of research
technique can aid investigator to determine the appropriate data in the context of the research
issue. It can also be summarized that there are different kinds of methods like research
approach, research philosophy, research methodology, and data collection method that will
also help the investigator to discover actual info and obtain a feasible result. In last, it can
also be examined that the lack of knowledge towards the ethical norms and research
limitation will help the research scholar to get a favourable outcome in the specified time and
cost.