Fashion Brand Internationalization

The first volume in the Palgrave Studies in Practice: Global Fashion Brand Management series, this book provides a comprehensive view on the internationalization of fashion brands, offering unique academic and managerial insights into how fashion brands in diverse sizes can build and sustain their businesses in competitive global marketplaces. It explores the theories and trends occurring within the fashion industry, one of the most active sectors of internationalization. The majority of global fashion brands operate beyond their home countries, yet not much is known about the ventures that generate more than half of their revenues. This book takes a critical look at the global-by-nature fashion industry through a collection of actual cases from multiple countries and cultural backgrounds.

Presents small yet global case studies on representative fashion brands in Europe and Asia Explores successful cases that utilize active internationalization in the fashion and retail industries Includes interviews with key informants of brands, conducted by native scholars of each brand's country of origin

Autorentext
Byoungho Jin is Putnam and Hayes Distinguished Professor in the Department of Consumer, Apparel, and Retail Studies at the University of North Carolina, Greensboro, USA. Dr Jin's research area focuses on international apparel retailing and branding. She has a visiting scholar invitation from King Saud University, Saudi Arabia and the University of Macerata, Italy. Elena Cedrola is Associate Professor at the University of Macerata, Italy, where she teaches Management and International Marketing. She is also Professor at the Catholic University of Milan, Italy. Dr Cedrola's research area focuses on SMEs' internationalization and Country of Origin Effect. She has been Visiting Scholar at the Beijing Normal University, China and at the Paris IV University, France.

Inhalt

1. Overview of Fashion Brand Internationalization: Theories and Trends.- 2. Ermenegildo Zegna: When Family Values Guide Global Expansion in the Luxury Industry.- 3. Diesel: An Unconventional, Innovative, International Lifestyle, Italian Company.- 4. The Internationalization Trajectory of Bossini: A Fashion Retailing Enterprise from Hong Kong.- 5. Beaucre Merchandising Co., Ltd.: A Successfully Internationalizing Korean Apparel Company.