Internationalization in the Fashion Industry Context
THE BRIEF
Choose a British brand within the industry (fashion/sports/beauty/cosmetics)
that has incorporated its British image within one international operation of your
choosing (choose one market to analyse, for example, China).
Analyse and discuss the operation using theory that has been covered during the
lecture series, as well as secondary research (for example, refer to academic journal
papers, company documents, reports, websites, social media etc.).
You will need to consider whether the operation was a success, or not, and
whether improvements could have been made to the operation.
SUGGESTED STRUCTURE
The brand and its international activities (500 to 750 words)
Britishness (500 to 750 words)
The use of the British image (500 to 750 words)
STRUCTURE DETAILS
The brand and its international activities (35%)
Brief description of the brand (5%)
The brand’s internationalisation process (make sure you make links to internationalisation theories) (15%)
International market – brief description of the chosen market (to develop the essay) including its differences/similarities to the British market and what aspects can represent challenges/opportunities to the brand when operating in this market (15%)
STRUCTURE DETAILS
Britishness (30%)
What is Britishness? (10%)
What elements of the British image does the brand incorporate into its operation in international markets? (10%)
How Britishness is incorporated within the brand for the chosen international market (online/offline store atmospherics, social media, website, any other)? (10%)
STRUCTURE DETAILS
The use of the British image (25%)
Develop a critical analysis providing the reader with the reasoning for:
Whether the brand uses the Britishness in the chosen international market properly? Why? If not, how could it be improved? Why? (10%)
Whether the use of Britishness has helped the brand entering and developing this market. Why? (10%)
Whether Brexit affects the use of the British image in this country? How and why?
In other words, make use of the literature and theories studied during the module to back–up your reasoning.
