A Retail Expansion in the UK: A qualitative analysis of smaller Scandinavian fashion companies' expansion options and market potentials in the UK market
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The fashion industry has become an industry with high attention, and in recent years Swedish fashion has become a strong name internationally. At the same time, it is a competitive industry where smaller fashion companies are competing with big clothing chains. For these actors it is important to internationalise and enter foreign markets to be able to grow. This requires resources and capital that many of the smaller fashion companies today is missing; market knowledge, export knowledge and commercial knowledge.
This makes it interesting to see what factors are important for smaller Scandinavian fashion companies to succeed in establishing on the international market. The purpose of this dissertation is to evaluate and analyze conditions for three smaller Scandinavian fashion companies' internationalisation process. The study is based on case studies of these fashion companies.
Theories have been chosen according to the background. These highlights the importance for companies to have knowledge of their market, and how internationalisation is a process of knowledge in which they learn something from each step. Furthermore, how companies in some cases follow a particular pattern and how the establishment can be done in specific steps. It may be important to develop relations with actors in their environment. By different theories, the authors have designed an assumption about what is important for the smaller fashion companies.
In the dissertation we have found that the most significant and important factors are collaborations, available resources internally or externally, and to have knowledge of the market. The expansion of the business as a foreign establishment means that companies need to seek help outside their organization to succeed internationally.
Place, publisher, year, edition, pages
2011. , 62 p.
International Marketing, Internationalisation, Fashion Industry, Foreign companies' establishment in England
Economics and Business
IdentifiersURN: urn:nbn:se:hh:diva-19748OAI: oai:DiVA.org:hh-19748DiVA: diva2:557225
Subject / course
UppsokSocial and Behavioural Science, Law