Relations between brand and retail stores to develop new markets for the Italian fashion firms

Author/s Gaetano Aiello, Simone Guercini
Publishing Year 2010 Issue 2010/2
Language Italian Pages 35 P. 15-49 File size 717 KB
DOI 10.3280/MC2010-002002
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Relations between brand and retail stores to develop new markets for the Italian fashion firms - This article aims to verify the dimension and the characteristics of the international development process of the Italian brands in the fashion system through operations on the point of sales in the foreign markets and especially on the emerging ones. The paper examines the main specificity factors which characterize the Italian fashion firms and the evolution of the competitive situation through the analysis of aggregate data and the product pricing evolution and the competitive position of the national firms. The research results put on evidence the change of the competitive position of the Italian fashion system and the answer of the firms through a direct presence on the international markets. We offer evidence about how emergent countries are targeted as final market and not only as production place. The diffusion of investment policies on direct point of sales involves a large number of brands and it is an international growth policy which integrate the more traditional export forms.

Keywords: Fashion firms, brand, retail stores, emerging markets.

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Gaetano Aiello, Simone Guercini, Relazioni tra brand e punto vendita per lo sviluppo di nuovi mercati per le imprese italiane della moda in "MERCATI E COMPETITIVITÀ" 2/2010, pp 15-49, DOI: 10.3280/MC2010-002002