Fashion Brand Internationalization Opportunities and Challenges
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 i
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Series Editors: Byoungho Jin and Elena Cedrola
FASHION BRAND INTERNATIONALIZATION Opportunities and Challenges
Edited by Byoungho Jin and Elena Cedrola
Palgrave Studies in Practice: Global Fashion Brand Management Series Editors Byoungho Jin Department of Consumer, Apparel, and Retail Studies The University of North Carolina at Greensboro North Carolina, USA Elena Cedrola Department of Economics and Law University of Macerata Macerata, Italy
Branding and internationalization are critical aspects of any business, and the fashion industry is especially global in nature. Very few apparel items are entirely produced within one country, and it is relatively easier for fashion brands to enter international markets because little financial investment is required, small-scale retail space is possible, and economies of scale can be maximized. Accordingly, there are more successful internationalization cases in the fashion industry than any other sector, yet no one text handles these critical topics (i.e., branding and internationalization) in one book, particularly in case study format. This series will focus on fashion brand cases that have been successful in global marketplaces. By examining their strategies in diverse aspects such as internationalization, innovation, branding and communication, and retail management, these books will help students, scholars, and practitioners grasp lesser-known yet effective international marketing strategies.
More information about this series at http://www.springer.com/series/14598
Byoungho Jin • Elena Cedrola Editors
Fashion Brand Internationalization Opportunities and Challenges
Editors Byoungho Jin Department of Consumer, Apparel, and Retail Studies The University of North Carolina at Greensboro North Carolina, USA
Elena Cedrola Department of Economics and Law University of Macerata Macerata, Italy
Palgrave Studies in Practice: Global Fashion Brand Management ISBN 978-1-137-52336-5 ISBN 978-1-137-52337-2 (eBook) DOI 10.1057/978-1-137-52337-2 Library of Congress Control Number: 2016943306 © The Editor(s) (if applicable) and The Author(s) 2016 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neith
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