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DKUM
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Title:
Critical success factors for international fashion retailers entering foreign markets
Authors:
ID
Završnik, Bruno
(
Author
)
Files:
http://www.fibtex.lodz.pl/ramkaen.htm
Language:
English
Work type:
Unknown
Typology:
1.01 - Original Scientific Article
Organization:
EPF - Faculty of Business and Economics
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.
Year of publishing:
2007
PID:
20.500.12556/DKUM-24958
UDC:
339.5
ISSN on article:
1230-3666
COBISS.SI-ID:
9356060
NUK URN:
URN:SI:UM:DK:UYFP6S9O
Publication date in DKUM:
30.05.2012
Views:
2089
Downloads:
44
Metadata:
Categories:
Misc.
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Record is a part of a journal
Title:
Fibres & textiles in Eastern Europe
Shortened title:
Fibres Text. East. Eur.
Publisher:
Institute of Chemical Fibres
ISSN:
1230-3666
COBISS.SI-ID:
34493952
Secondary language
Language:
English
Keywords:
moda
,
trgovina na drobno
,
trgovina
,
mednarodna trgovina
,
strategija
,
strategija trženja
,
trženje
,
marketing
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