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Overview of Fashion Brand Internationalization: Theories and Trends

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Fashion Brand Internationalization

Abstract

Fashion is one of retailing’s most actively internationalizing sectors. Relatively little is known about the diverse aspects of fashion brand internationalization, despite unprecedented levels of activity in this area for the past two decades. This introductory chapter reviews the characteristics of the fashion industry, the main differences between manufacturing internationalization and retailing internationalization, and traditional approaches to internationalization. Major trends in fashion brand internationalization are also introduced, including: the increased internationalization of Asian apparel brands; the increase in international outshopping both online and offline; the acquisition of leading global fashion brands by companies in developing countries; and Chinese influences on fashion brand development. The opportunities and challenges for global apparel brand companies created by this changing environment are discussed.

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Notes

  1. 1.

    https://www.inditex.com/ (Accessed August 28, 2015).

  2. 2.

    http://about.hm.com/it/About/facts-about-hm/fashion-for-all/sales-markets.html (Accessed August 28, 2015).

  3. 3.

    SKU is a code system that identifies specific products by manufacturer, color, fabric, style and size.

  4. 4.

    2015/08/06 Financial Release in http://www.todsgroup.com/en/financial-data/financial-release/ (August 29, 2015).

  5. 5.

    Also known as international new ventures (McDougall, Shane, & Oviatt, 1994) and early internationalizing firms (Rialp, Rialp, & Knight, 2005).

  6. 6.

    The acronym BRIC was first coined by Goldman Sachs’ Jim O’Neill in 2001 and has been frequently used to refer to emerging markets ever since.

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Author information

Authors and Affiliations

  1. Department of Consumer, Apparel and Retail Studies, Bryan School of Business and Economics, The University of North Carolina at Greensboro, Greensboro, NC, USA

    Byoungho Jin

  2. Department of Economics and Law, University of Macerata, Macerata, Italy

    Elena Cedrola

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  1. Byoungho Jin
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  2. Elena Cedrola
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Editors and Affiliations

  1. Dept. Consumer, Apparel, & Retail Stud., Univ. of North Carolina at Greensboro, Greensboro, USA

    Byoungho Jin

  2. Department of Economics and Law, University of Macerata, Macerata, Italy

    Elena Cedrola

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Jin, B., Cedrola, E. (2016). Overview of Fashion Brand Internationalization: Theories and Trends. In: Jin, B., Cedrola, E. (eds) Fashion Brand Internationalization. Palgrave Studies in Practice: Global Fashion Brand Management . Palgrave Pivot, New York. https://doi.org/10.1057/978-1-137-52337-2_1

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