Product and brand Critical success factors in the internationalisation of a fashion retailer

Purpose - To explore the factors crucial to international fashion retailer success and evaluate how internationalisation could be controlled efficiently by a firm. Design/methodology/approach - The study adopts a qualitative approach in the form of case studies of two international fashion retailers. This involved structured interviews with management to explore their knowledge and experiences supported by secondary research such as company and media reports. Findings - Defines the critical success factors especially contingent to their businesses, emphasising the importance of brand management, product development and differentiation to international fashion retailers. Research limitations - An exploratory study which model needs testing using quantitative methods. Originality/value - Understanding of how fashion retailers successfully internationalise will increase company efficiency.