Product and brand: Critical success factors in the internationalisation of a fashion retailer
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 1 July 2005
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.
Keywords
Citation
Wigley, S.M., Moore, C.M. and Birtwistle, G. (2005), "Product and brand: Critical success factors in the internationalisation of a fashion retailer", International Journal of Retail & Distribution Management, Vol. 33 No. 7, pp. 531-544. https://doi.org/10.1108/09590550510605596
Publisher
:Emerald Group Publishing Limited
Copyright © 2005, Emerald Group Publishing Limited