About this book series

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.
Electronic ISSN
2523-3513
Print ISSN
2523-3505
Series Editor
  • Byoungho Ellie Jin,
  • Elena Cedrola

Book titles in this series

  1. Reinventing Fashion Retailing

    Digitalising, Gamifying, Entrepreneuring

    Editors:
    • Eirini Bazaki
    • Vanissa Wanick
    • Copyright: 2023

    Available Renditions

    • Hard cover
    • eBook

Abstracted and indexed in

  1. SCOPUS