Palgrave Studies in Practice: Global Fashion Brand Management

Fashion Brand Internationalization

Opportunities and Challenges

Editors: Jin, Byoungho, Cedrola, Elena (Eds.)

  • Presents small yet global case studies on representative fashion brands in Europe and Asia 
  • Explores successful cases that utilize active internationalization in the fashion and retail industries
  • Includes interviews with key informants of brands, conducted by native scholars of each brand’s country of origin 
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Buy this book

eBook $54.99
price for Mexico (gross)
  • ISBN 978-1-137-52337-2
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $69.99
price for Mexico
  • ISBN 978-1-137-52336-5
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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.  

About the authors

Byoungho Jin is Putnam and Hayes Distinguished Professor in the Department of Consumer, Apparel, and Retail Studies at the University of North Carolina, Greensboro, USA. Dr Jin’s research area focuses on international apparel retailing and branding. She has a visiting scholar invitation from King Saud University, Saudi Arabia and the University of Macerata, Italy. Elena Cedrola is Associate Professor at the University of Macerata, Italy, where she teaches Management and International Marketing. She is also Professor at the Catholic University of Milan, Italy. Dr Cedrola’s research area focuses on SMEs’ internationalization and Country of Origin Effect. She has been Visiting Scholar at the Beijing Normal University, China and at the Paris IV University, France.

Table of contents (5 chapters)

  • Overview of Fashion Brand Internationalization: Theories and Trends

    Jin, Byoungho (et al.)

    Pages 1-30

  • Ermenegildo Zegna: When Family Values Guide Global Expansion in the Luxury Industry

    Cedrola, Elena (et al.)

    Pages 31-64

  • Diesel: An Unconventional, Innovative, International-Lifestyle, Italian Company

    Vianelli, Donata (et al.)

    Pages 65-88

  • The Internationalization Trajectory of Bossini: A Fashion Retailing Enterprise from Hong Kong

    Chan, Hau-Ling (et al.)

    Pages 89-114

  • Beaucre Merchandising Co. Ltd: A Successfully Internationalizing Korean Apparel Company

    Jin, Byoungho (et al.)

    Pages 115-137

Buy this book

eBook $54.99
price for Mexico (gross)
  • ISBN 978-1-137-52337-2
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $69.99
price for Mexico
  • ISBN 978-1-137-52336-5
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Fashion Brand Internationalization
Book Subtitle
Opportunities and Challenges
Editors
  • Byoungho Jin
  • Elena Cedrola
Series Title
Palgrave Studies in Practice: Global Fashion Brand Management
Copyright
2016
Publisher
Palgrave Macmillan US
Copyright Holder
The Editor(s) (if applicable) and The Author(s)
eBook ISBN
978-1-137-52337-2
DOI
10.1057/978-1-137-52337-2
Hardcover ISBN
978-1-137-52336-5
Series ISSN
2523-3505
Edition Number
1
Number of Pages
XVIII, 142
Number of Illustrations and Tables
16 illustrations in colour
Topics