Online Brand Strategies of UK Fashion Retailers - Essay Example

This article provides a comprehensive analysis of the various branding strategies adapted online by the leading Fashion Retailers.

The author, while selecting the sample, focused only on choosing retail stores along with superstore chains however there was no appropriate method was adapted.

This article offers insight through content analysis as to how online branding is done by retailers. This study was conducted by observational research methods through content analysis. Observational research methods are particularly suitable in situations where behaviors are observed. By performing cohort analysis, the researcher, therefore, has attempted to offer a deeper insight into the similar traits and characteristics of the group of retailers in the UK.

However, this study is only limited to content analysis and as such does not offer any other insight obtained through other means of research like obtaining primary data through interviews or through circulating questionnaires to gain the responses of the managers.

This research is limited due to the fact that it only takes into UK fashion retailers however, it fails to take into account how these retailers and their branding strategies actually affect their marketability. I.e. study does not provide any indication of how online branding strategies are helping firms to achieve their strategic goals.

Observational studies, however, often time-consuming, and selection of the sample can be difficult to obtain. Since such methods are time-consuming, therefore changes that take place over the period of time due to changes in consumer preferences may not be measured appropriately.

Since observational research methods often involve certain ethical issues therefore the overall reliability may not be entire to the complete satisfaction of the researcher. It is also imperative that the researcher may not be able to obtain entirely correct data because of the fact that most of the information presented on websites may only serve the advertisement purposes of the firms rather than outlining their branding strategies.

As discussed above that this research may be applied within one setting only i.e. UK and may not be replicated under other environments to suggest similar results. This study is therefore only particular to the UK environment and lacks applicability in other settings and as such research may not provide a definite answer to the intended research questions within a broader context.

This article provides an analysis of the online branding techniques adapted by the various fashion retailers in the UK. The author provided a comprehensive analysis of the online branding strategies of fashion retailers in the UK. This study has been performed through content analysis of the different websites of fashion retailers as well as three large chain stores. The results indicate that the more famous fashion retailers do not focus on online branding strategies.