Fashion Brand Internationalization Opportunities and Challenges 1st Edition by Byoungho Jin,Elena Cedrola ISBN 1137523360 978-1137523365

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Product details:

ISBN 10: 1137523360 

ISBN 13: 978-1137523365

Author: Byoungho Jin, Elena Cedrola 

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 businesses in competitive global marketplaces. It explores the theories and trends occurring within the fashion industry, one of the most active sectors of internationalization. The majority of global fashion brands operate beyond their home countries, yet not much is known about the ventures that generate more than half of their revenues. This book takes a critical look at the global-by-nature fashion industry through a collection of actual cases from multiple countries and cultural backgrounds.

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

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Tags: Byoungho Jin, Elena Cedrola, Fashion Brand Internationalization, Opportunities and Challenges