AUTHOR
Saradjzadeh, Aidin

DEPARTMENT
Business Administration and Social Sciences / Industrial marketing and e-commerce

SUMMARY
Competition within the clothing retail industry has increased incredibly during the past decade. Today one third of all the retailing companies around the world are active in the clothing-retailing sector. In order to succeed in fashion retailing business, planning and market research are important activities for the company to be able to choice the right target market. The aim of this thesis is to gain a better understanding of the process of internationalization of retailing in the clothing industry. To be able to learn more about this area and in order to gain wider knowledge a single case study is conducted. The case selected is that of Dressmann. Findings indicate that: (1) The main reason for a clothing retail company to enter foreign markets include a higher profit, economies of scale and offering a unique business concept for export; (2) For foreign market selection geographical proximity plays an important role. In addition access to knowledge on a specific market is also of value; (3) For the method of market entry, exporting plays an initial role but is supplemented with wholly owned subsidiary as market grows; (4) For the expansion strategy it is the factor of competitive environment that determines the firms behaviour.

ISSN 1404-5508 / ISRN LTU-SHU-EX--05/216--SE / NR 2005:216