Fashion brand internationalization : opportunities and challenges

Author

Additional Author(s)

• Jin, Byoungho
• Cedrola, Elena

Publisher

[New York]: Palgrave Macmillan, 2016

Language

English

ISBN

9781137523365

Series

Palgrave studies in practice : global fashion brand management series

Subject(s)

• BRANDING (MARKETING)
• FASHION MERCHANDISING

Notes

. Includes bibliographical references. Index: p. 139-142

Abstract

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.

Physical Dimension

Number of Page(s)

xvii, 142 p.

Dimension

22 cm.

Other Desc.

ill.

Summary / Review / Table of Content

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.

Exemplar(s)

#	Accession No.	Call Number	Location	Status
1.	00398/17	687.0688 Fas	Library - 7th Floor	Available