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Business Expansion of Apparel Brands: Accessing opportunities in Apparel/Retail sector in Pakistan
University of Borås, Faculty of Textiles, Engineering and Business.
2015 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The current study aims to investigate the feasibility of international apparel and footwear retailers to expand their business in Pakistan and compete with other brands. It also highlights the business opportunities in Pakistan apparel retail sector and the motivations of international brands behind expansions. This study was conducted with the help of interviews based on diamond model of Porter, and Hofsetede cultural dimensions. The open ended questions were delivered to the professionals electronically while interviews were conducted by telephone. Seven companies from Pakistan were selected for study purpose. Data was analyzed and assessed manually. The study revealed that there is a significant opportunity for international apparel retailers to launch their retail outlets in Pakistan along with some risks. International brands which are financially strong can tackle these risks. However it was concluded that the companies with less financial strength may find it difficult to go in a new market within 5 years. UK brands are already there and brands from other countries are also opening. Overall Pakistan retail sector is growing and people are becoming fashion conscious. This study provides information to International apparel brands which they can take into consideration while entering Pakistan's apparel retail market. It also gives an opportunity for assessment of market in the light of theoretical modules and shows a direction of getting better market share by launching.

Place, publisher, year, edition, pages
2015. , 55 p.
Keyword [en]
retail sector, Pakistan, international market, apparel industry, business expansion
National Category
Textile, Rubber and Polymeric Materials
URN: urn:nbn:se:hb:diva-169OAI: diva2:816270
Subject / course
Textilt management - inriktning mot butikschef
Social and Behavioural Science, Law
Available from: 2015-06-08 Created: 2015-06-03 Last updated: 2015-06-08Bibliographically approved

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Faculty of Textiles, Engineering and Business
Textile, Rubber and Polymeric Materials

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