Fashion Brand Internationalization Opportunities and Challenges /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Jin, Byoungho (Editor), Cedrola, Elena (Editor)
• Format: Electronic eBook
• Language: English
• Published: New York : Palgrave Macmillan US : Imprint: Palgrave Pivot, 2016.
• Series: Palgrave Studies in Practice: Global Fashion Brand Management
• Subjects: Business.; Marketing.; International business enterprises.; Service industries.; Business and Management.; International Business.; Services.

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 b...

Table of Contents:

• 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.