Porters Five Forces Model of Competition
Michael Porter (Harvard Business School Management Researcher) designed various vital frameworks for developing an organization’s strategy. One of the most renowned among managers making strategic decisions is the five competitive forces model that determines industry structure. According to Porter, the nature of competition in any industry is personified in the following five forces: Threat of […]
Defining Value Proposition
Business and market realities of present times are forcing Organizations to re-think of their strategies as well as of their way of functioning. Every function from internal operating process, business model to product design, logistics as well as marketing and advertising is undergoing change to keep pace with the times. Managements are adapting to the […]
Green Washing, Corporate Spin and CSR
As for superficial attempts to practice CSR, the term “green washing” gives an instance of how the aims of CSR are subverted. Green Washing refers to the practice of the corporate spin employed by a company in declaring itself to promoting environmentally friendly policies whereas in reality, the company does not live up to the […]
Product Positioning Process – Steps in Product Positioning
The process of creating an image of a product in the minds of the consumers is called as positioning. Positioning helps to create first impression of brands in the minds of target audience. In simpler words positioning helps in creating a perception of a product or service amongst the consumers. Example The brand “Bisleri” stands […]
What is Brand Personality ?
Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation. These characteristics signify brand behaviour through both individuals representing the brand (i.e. it’s employees) as well as through advertising, packaging, etc. When brand image or brand identity is expressed in terms […]
In today’s world if internet and communication boundary has erased geographical boundaries, international retailing has brought the world market to the local store near you. Any international brand of fashion or product that you desire can be easily found in the city in your country. The rapid urbanisation, globalisation coupled with economic freedom enjoyed by the youth has helped fuel their ambition and dreams to live a lifestyle that is global and stylish. Thus the international brands and retailers are in for a good time expanding their operations in international markets all over the world.
When one refers to International Retailing, the term denotes a variety of fashion retailers as well as luxury brand retails and general grocery and merchandise retailers as well. Going into the details of what constitutes International fashion Retailing provides us with the following categories of fashion retailing:
The retailers who focus on a narrow product range and cater to a particular customer group are categorised into Product fashion retailers. The brands like Nike, Reebok, Puma who cater to Sports Shoes or Jockey who cater to Men’s inner garments etc fall under this category. The customer group may be specific to children’s garments, mens shoes, women’s lingerie or such specific sectors.
Fashion firms that promote their brand or label and merchandise the exclusive creations of designers who sell by their name through Company owned exclusive boutiques come under this category of international retailers. Such fashion designers normally take part in the fashion shows and unveil their creations at such industry marked events. Gucci, Channel, Prada, Giorgio Armani, Diesel etc are the well known designer owned brands under this group.
The department stores that engage in fashion retailing as well as general merchandise retailing of different brands and multi products are covered under this category. Departmental stores like Marks & Spenser as well as Dunnes store etc that sell general merchandise and assorted products along with fashion and accessories can be grouped under Merchandise retailers.
This group is categorised by the international fashion brands that sell a variety of products under the brand and have extended their product variety under the brand. GAP, Mango, Hugo Boss and JC Penny are some of the fashion labels who have strong brand identity as well as product mix aimed at particular customer segment.
With opening up of new markets as well as globalisation, the complexities faced by the International retailers in terms of the standardisation, quality and new fashion trends as well as new product mix is increasing. Brand promotion and positioning too is undergoing a lot of changes in the face of technology and media being the change agents. The trends in the markets as far as the perception of style and fashion is fast changing. In keeping up with business realities and confronted with need for expansion, new International Retail formats can be expected to emerge pushing the fashion boundaries further and to new frontiers.
Your email address will not be published. Required fields are marked *
International Retail Store Design Principles – The Principle of Totality
February 12, 2025
