Talking strategy: Robin Headlee discusses the BrandZ Top 100 Most Valuable Global Brands study and the role of strong brands in the apparel industry

Since the global economic recession, businesses have suffered as consumers have reined in their spending and begun to consider their purchases more carefully. But those businesses which have invested in comprehensive branding strategies have been able to increase the value of their brands in the mind of the consumer and cultivate brand loyalty -- which, in turn, has led to real financial rewards. Significantly, businesses which have managed to survive the recession include those that have sustained a strong brand image and, as a result, positioned themselves as trusted and recognisable entities within a competitive retail environment. In "Talking strategy" this quarter, the vice-president of Millward Brown Optimor, Robin Headlee, discusses the findings of the 2013 BrandZ Top 100 Most Valuable Global Brands study. She comments on the ways in which apparel brands have been affected by the recession, and gives examples of successful branding strategies used by apparel retailers who have thrived. In addition, Ms Headlee explains how apparel retailers can make use of technological innovations and social media in order to grow their brands, and outlines how compliance with -- or the disregard of -- corporate social responsibility (CSR) initiatives can affect a brand's image. She also provides an outlook in which she speculates how the importance of branding could change in the future.

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Global Apparel Markets provides intelligence, analysis and insight on the global apparel and fashion industries.

What's in it? Each issue contains data and expert analysis on key industry topics, including: artificial intelligence (AI); augmented reality (AR); consumer expenditure; corporate social responsibility (CSR); cotton; denim; environmental sustainability; fibres; imports and exports; key geographical markets; labour law; product innovations; regulation; retail; sourcing; strategy; supply chains; and trade and trade policy. A single issue of Global Apparel Markets includes: practical and strategic advice from an industry expert a report on a key geographical market a round-up of the latest product innovations a feature on trade and trade policy comprehensive coverage of the latest business news An annual subscription to Global Apparel Markets is a cost-effective way to keep informed about trends and developments in the global apparel and fashion industries. Subscriptions are available in printed and/or digital formats. Printed and digital subscribers receive each issue in printed format in addition to a digital PDF file, which is available immediately on publication. Subscribers also receive a complementary digital subscription to Global Apparel Update, delivered directly by email once a month. This free supplement contains essential information on business news and the latest product developments. Like all Textiles Intelligence publications, Global Apparel Markets is a reliable source of independently sourced business information, and it does not carry advertising. This is what our customers say: "Running the largest online global sourcing marketplace and platform in the world for the Textiles and Apparel industries means I need to keep up with movements everywhere. I find the Global Apparel Markets report from Textiles Intelligence to always be full of great information that confirms to me what I know to be true and tells me what I need to be aware of in the global markets that I might not be. I always look forward to getting it in the mail." (Tony Forcucci; Global Director, Textiles & Apparel Sourcing P; MFG.com)