“…However, the emergence and influence of fashion retail branding since the 1990s (see Barnes and Lea-Greenwood, 2006;Burns, 2012;Kumar and Steenkamp, 2007;Mellahi et al, 2002) has forced manufacturer brands to view fashion retail brands as key competitors to their own products and services. In the UK, this increased competition has been manifest in the emergence of indigenous new retail own-brands, such as Principles, Next and River Island, as well as from foreign fast fashion retailers such as Kookai, H&M, Zara, and Mango, (McColl and Moore, 2011).…”