Dr. Byoungho Ellie Jin (USA North Carolina State University)

Global Fashion Business

International Retailing, Marketing, and Merchandising

• Broschiertes Buch

Produktbeschreibung

In today's climate, bringing your fashion brand to new international territories is more challenging than ever. In Global Fashion Business, Byoungho Ellie Jin helps you to take this next step. Diverse examples from large and small companies, developing and developed countries, and online and offline retailers set a precedent for overcoming economic, cultural, legal, and regulatory obstacles. Practical approaches also outline methods of marketing and retailing, while chapters on topics including pricing, entry market selection and product development combine to cover everything you need to know to take your business further than ever before.

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Produktdetails

• Verlag: Bloomsbury Publishing PLC
• Seitenzahl: 272
• Erscheinungstermin: 8. August 2024
• Englisch
• Abmessung: 244mm x 188mm x 15mm
• Gewicht: 758g
• ISBN-13: 9781350180185
• ISBN-10: 1350180181
• Artikelnr.: 69670982

Autorenporträt

Byoungho Ellie Jin

Inhaltsangabe

Part I: An Overview 1. Nature of Global Fashion Business The
characteristics of fashion business The status of fashion brand
internationalization Fashion brand internationalization: Motivators,
Enablers, and Benefits Trends that affect the scope and speed of fashion
brand internationalization Case study 1.1. Beaucre's Timely Entry into
China in 1999 Case study 1.2. Anta's ascent to the world's 9th largest
sportswear company Summary Class Activities References Appendix 1. Top 250
Global Retailers 2022 Appendix 2. Global fashion industry: Size, growth,
and potential by region Appendix 3. Apparel and footwear market Sizes by
region: 2016-2026 2. Global Fashion Marketing Strategy Global fashion
marketing defined Global marketing strategy Inherent challenges associated
with global fashion marketing Case study 2.1. Macy's Exit from China
Summary Class Activities References Part II: Global Environments Affecting
Fashion Business 3. Economic Environment of Global Markets: Why and How it
Matters Economic development level: Classification and General
characteristics of each category Characteristics and challenges of retail
markets by a country's economic development level Implications of economic
environment on global fashion marketing Case study 3.1. An Overview of
China: It will be a mistake to view China as one country Case study 3.2.
Strong Prospects of India's Apparel Market Summary Class Activities
References 4. Cultural Environment and its impact on global fashion
business Defining culture and cultural elements Hall's cultural dimensions
and its implication on fashion business Hofstede's cultural dimensions and
its implication on fashion business Other cultural frameworks Implications
of cultural environment on global fashion marketing Case study 4.1. Two
Boycott cases: Muslims against Danish brands and Chinese against Dolce &
Gabbana Case study 4.2. Why are second hand markets not thriving in China?
Summary Class Activities References Appendix 1. Dolce & Gabbana's
advertisement accused of racism in China Appendix 2. Dolce & Gabbana's
apology 5. Legal and Regulatory Environment: Playing by the Rules
Government regulation on retail sector Intellectual property issues in the
global fashion industry Red tape, bribery and corruption: Implications for
global fashion companies Case study 5.1. Ralph Lauren's Bribery in
Argentina Summary Class Activities References Appendix 1. Corruption
Perceptions Index Part III: Assessing Global Market Opportunities 6.
Internationalization Theories Internationalization process model
Ownership-Location-Internalization (OLI) model Transaction cost analysis
framework Network model Case study 6.1. Why Target's First
Internationalization Failed Summary Class Activities References 7. Where to
Enter: Entry Market Selection Decision Entry market selection approaches:
Systematic vs. Non-systematic Host country factors that affect fashion
firms' entry market decision Firm factors that affect entry market decision
Case study 7.1. Havaianas's Flip-flops: From a Commodity to a Premium
Product Summary Class Activities References 8. How to Enter: Entry Mode
Decision Market-entry choices Factors related to entry mode decisions
Implications for fashion companies Case 8-1. Two Sides of Licensing: The
Case of Burberry in Japan Case 8-2. Macy's Exit from a Joint Venture with
China's Fung Group Summary Class Activities References Part IV: Developing
Global Marketing Strategies 9. Brand Management for Global Markets Types
and benefits of global brands Strategic global brand management process
Consumer culture positioning strategy Country of origin and country image
for global fashion brand management Case 9-1. Tommy Hilfiger's different
positioning across countries Summary Class Activities References 10.
Product Development for Global Markets The importance of offering products
and services suitable for the global markets Developing culturally
appropriate products Product localization approaches for global markets
Case study 10.1. How Gentle Monster Achieved its Wild Success Summary Class
Activities References Further reading 11. Pricing for Global Markets Taxes
and tariffs on imported goods Price escalation and how to minimize its
effect Approaches to pricing for global markets Factors that affect pricing
decision Parallel imports and its implications for global fashion companies
Implications for global brand brands Case study 11.1. Cross-border Shopping
and Luxury Fashion Case study 11.2. Chanel handbag pricing Summary Class
Activities References 12. Retail and Distribution for the Global Markets
International distribution channel decision International distribution
channel configuration Digital distribution: Opportunities and Challenges in
the global marketplaces Challenges in developing countries: Payment and
Logistics challenges Case 12-1. WeChat and Mobile Shopping Channel in China
Summary Class Activities References 13. Communications and Advertising to
Global Consumers Global advertising: Standardization vs. Adaptation
Cultural implication of international advertising Regulations and
challenges related to advertising across countries Case study 13.1.
Gymshark's Impressive Rise: Social Media and Brand Community Strategies
Summary Class Activities References Further reading. Burberry ad in China
Appendix 1. Shiseido advertisement on Instagram Appendix 2. Puma's Run the
Streets campaign: US vs. Korea Appendix 3. Patagonia Houdini Jacket ad:
Individualistic vs. Collectivistic culture Appendix 4. Estee Lauder's
advertisements: Masculine culture vs. Feminine culture Appendix 5. Clarks
advertisements: Saudi Arabia vs. Kuwait Appendix 6. Yves Saint Laurent's
banned Ad in the U.K. Appendix 7. Miu Miu's banned advertisement in U.K.
Appendix 8. Lancome's banned advertisement in the U.K.