The first volume in the Palgrave Studies in Practice: Global
Fashion Brand Management series, this book provides a comprehensive
view on the internationalization of fashion brands, offering unique
academic and managerial insights into how fashion brands in diverse
sizes can build and sustain their businesses in competitive global
marketplaces. It explores the theories and trends occurring within
the fashion industry, one of the most active sectors of
internationalization. The majority of global fashion brands operate
beyond their home countries, yet not much is known about the
ventures that generate more than half of their revenues. This book
takes a critical look at the global-by-nature fashion industry
through a collection of actual cases from multiple countries and
cultural backgrounds.
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