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1. Introduction
This study develops previous research undertaken by the authors considering the relationship between young consumers and fashion brands, exploring aspects such as brand recognition and value clothing brands ([52] Ross and Harradine, 2010). Using a combination of wearer trials and focus groups, it was established that young consumers' perceptions of supermarket value clothing brands tended to inhibit a positive engagement. There were negative perceptions of value brands, but it was found that those students who had actual experience of Tesco value brand clothing were more favourable towards these products. Even with this experience, the wearer trial participants stated that they were unlikely to change their purchasing intentions and were deterred by the image surrounding value brands and their level of fashion credibility.
The secondary research undertaken however, suggests that the media and supermarkets are very positive about the fashion content of value brands and the emulation of designer looks into value clothing ([62] Winterman, 2006; [55] Smithers, 2008). This indicates a potential gap between how a brand intends to be viewed by target customers and how it is actually perceived. Given the importance of the youth segment to the fashion market and the effects of branding on loyalty, it is important for retailers to ensure compatibility between the projected brand identity, and how this is received in order to attract such consumers. This paper extends the previous work and considers the potential differences between the perceptions of young consumers and the views of the media and supermarkets towards their brands. By examining any misalignments between a brand's intended identity and perceived image, the implications for supermarket brands in terms of future relationships with this segment can be further explored.
The growing role and influence of supermarkets in the clothing sector has been well documented, contributing to changes in consumer behaviour related to value fashion brands ([12] Bruce and Daly, 2006; [52] Ross and Harradine, 2010). In the context of this paper, the term "value brand" refers to clothing that is both price led and fashion orientated, and it is notable that this sector is growing at a faster rate than other sections of the market ([42], [43] Mintel Oxygen, 2007, 2008). Although the growth could be regarded as predictable due to the current...