Overview of fashion brand internationalization: theories and trends

Fashion is one of retailing’s most actively internationalizing sectors. Relatively little is known about the diverse aspects of fashion brand internationalization, despite unprecedented levels of activity in this area for the past two decades. This introductory chapter reviews the characteristics of the fashion industry, the main differences between manufacturing internationalization and retailing internationalization, and traditional approaches to internationalization. Major trends in fashion brand internationalization are also introduced, including: the increased internationalization of Asian apparel brands; the increase in international outshopping both online and offline; the acquisition of leading global fashion brands by companies in developing countries; and Chinese influences on fashion brand development. The opportunities and challenges for global apparel brand companies created by this changing environment are discussed.