The purpose is to propose and test the model for measuring the reputation of fashion brands. In order to test the model, 10 in-depth interviews with 10 Spanish Fashion CEOs and top managers were conducted. The findings validated variables: brand awareness, product and service quality, brand affect, self-congruence and sustainability and provided social networking as the new variable and removed the financial performance variable.

This research identifies the types of relationship asymmetry within sustainable fashion supply chains and the role of relationship asymmetry in sustainable product development in fashion supply chains in the UK. This research that is based on supply chain experiences of experts highlighted that how relational asymmetries hinder sustainable product development in fashion supply chains, but also how sustainable behaviours, values and policies help to overcome the influence of relational asymmetry in sustainable product development process.