The Evaluation of Shopping Center Brand Equity on Fashion Industry's Financial Performance

Nowadays there are many retailers where customers can find brands of different price categories, at the same time there are possible cases when customers could meet the same brand at different shopping centers that position themselves in different ways. The situation when one brand presents in different retailers may affect both the components of the brand's consumer capital and the financial performance of the company. Therefore, fashion brands need choose a retailer more carefully, focusing on its positioning and on the brands neighborhood. The purpose of this paper is to identify the factors that affect the consumer-based shopping center brand equity and contribute to changes in the consumer-based fashion brand equity, as well as in the financial results of the company. The subject of the study is a brand equity. The object of research is the fashion brand oodji, represented in the shopping centers of St. Petersburg. The theoretical and methodological basis of this study consists of Russian and foreign publications of retail, branding and fashion. The format of the dissertation is an empirical study, which is based on the author's conceptual research model. A structured questionnaire with the given variants of the answer was chosen as the method of current research. To analyze the data obtained the IBM SPSS Statistics 22.0 package was used.