Critical Success Factors for International Fashion Retailers Entering Foreign Markets
General problems of the fibre and textile industries
Author:
- Završnik Bruno
Faculty of Economics and Business, Maribor, Slovenia
 Full text | Abstract: Within Europe there are a variety of fashion-clothing retailers, ranging from local clothing and department stores to internationally active fashion retail chains. When initiating an internationalisation strategy, fashion retailers should reflect upon the congruence of their product ranges and brand images within the context of the prevalent cultural and trading conditions of foreign markets. This paper examines two recognized multinational fashion companies: the Swedish company H&M and the Spanish company Inditex. It compares them to the Slovenian retailing company Mercator - a fashion house, which is already entering the markets in South Eastern Europe. This analysis has established that there are some differences in the internationalisation process between fashion retailers and production companies. |
Tags: international fashion retailer, fashion, retailing, entry marketing strategy, fashion marketing, retail brand