Does Country Heritage Legitimize the High-End Image of Affordable Fashion Brands? An Analysis of the Country-Of-Origin Appeals of Zara, Uniqlo, and H&M

Wei-Fen Chen, University of Illinois at Urbana-Champaign, USA
We investigate the extent to which affordable fashion brands (high-end image, low-end prices) use country of origin to support their brand image. An analysis of brand positioning reveals that ZARA, UNIQLO, and H&M do not universally use COO but differentiate themselves as “affordable luxury,” “smart street style,” and “disposable fashion.”
[ to cite ]:
Wei-Fen Chen (2013) ,"Does Country Heritage Legitimize the High-End Image of Affordable Fashion Brands? An Analysis of the Country-Of-Origin Appeals of Zara, Uniqlo, and H&M", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.