Abstract
Purpose – The paper seeks to examine the role of corporate identity in UK clothing retail organisations, focusing on the “fast fashion” sector. The aim is to analyse the “gap” between desired identity and perceived identity within the sector.Design/methodology/approach – An instrumental case study approach was adopted for this research. Companies' web sites and press releases were reviewed to find out the desired identity of organisations, while semi‐structured interviews were carried out with customers to elicit the perceived corporate identity. Themes developed from the cases will form the basis of further research.Findings – This study has shown that although there are similarities, considerable “gaps” are present between the desired and perceived corporate identity of organisations, the latter being more important in understanding the research questions addressed which relate to corporate identity and the gap between desired and perceived identities. A number of propositions have emerged from the find...
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