Product and brand

Abstract

Purpose To explore the factors crucial to international fashion retailer success and evaluate how internationalisation could be controlled efficiently by a firm. Design/methodology/approach The study adopts a qualitative approach in the form of case studies of two international fashion retailers. This involved structured interviews with management to explore their knowledge and experiences supported by secondary research such as company and media reports. Findings Defines the critical success factors especially contingent to their businesses, emphasising the importance of brand management, product development and differentiation to international fashion retailers. Research limitations An exploratory study which model needs testing using quantitative methods. Originality/value Understanding of how fashion retailers successfully internationalise will increase company efficiency.

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