Having a global fashion retail strategy requires a dynamic outlook and in depth knowledge of how fashion retailers access customers in international markets, while understanding the process, benefits, barriers and pitfalls of the operation. This module facilitates this very specific understanding of why fashion retailers internationalize, when and how they internationalize, transferring concepts and techniques across the globe and how fashion retail business is sustained or potentially divested from these new markets.
Introduction
Definition and critical issues in the internationalisation of retail operations
Theory
The theoretical context for the study of international retailing
Expansion Patterns
Expansion patterns and their determinants
Motives
Motives for retailer internationalisation
Market Selection
Market selection and appraisal of international retail markets
Market Entry
Market entry strategies
Strategy
International retail strategy
Branding and Image
Branding and store image in international retailing
Divestment
International retail divestment
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 50 |
| Other Assessment(s) | 50 |