The operationalisation of international fashion retailer success

Abstract

Purpose The paper aims to define the components crucial to international fashion retailer success and to establish how these components may be practically managed by a firm in order to achieve success. Design/methodology/approach The paper employs a case study approach. Findings The paper proposes that there are three components crucial to international fashion retailer success – coherent international brand management, disciplined distribution control, and retail presentation consistent with the marketing image. This may be achieved via centralised control structures or via effective management of relationships with foreign agents. Research limitations/implications This is an exploratory study requiring further quantitative investigation. Originality/value The paper applies theoretical approaches to practical issues, and offers a practical account of how overseas fashion retailer success may be affected by firm management decisions and competencies.