Fashion brand internationalization : opportunities and challenges

• Other Authors: Jin, Byoungho (Editor), Cedrola, Elena, 1965- (Editor)
• Format: Book
• Language: English
• Published: New York : Palgrave Macmillan, [2016]
• Series: Palgrave studies in practice: global fashion brand management; Palgrave pivot
• Subjects: obchodní značky; řízení značky; móda; maloobchod; mezinárodní obchod; marketing; brand name products; brand management; fashion; retail trade; international trade; případové studie; case studies

"This book provides a comprehensive view on the internationalization of fashion brands, offering academic and managerial insights into how fashion brands in diverse sizes can build and sustain their businesses in competitive global marketplaces. This book takes a critical look at the global-by-...