Being fashion conscious: Retailer caution when entering foreign markets

Abstract

Purpose

The purpose of this paper is to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Greater scope to enter new foreign markets is one of the more obvious consequences of globalization. Heightened activity abroad has thus become the norm in many industries. Fashion retailers are among those who have come to regard overseas expansion as an integral part of their growth strategy. Any venture into the unknown represents an intriguing mix of expectation and uncertainty. It is no different where this sector is concerned. Trends and tastes differ around the world and are subject to a whole range of unique influences. What appeals in one market may prove disastrous elsewhere. Fashion retailers must therefore do their homework before entering any overseas market. That much is obvious.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2013), "Being fashion conscious: Retailer caution when entering foreign markets", Strategic Direction, Vol. 29 No. 8, pp. 13-15. https://doi.org/10.1108/SD-06-2013-0033