Global Fashion Business

Byoungho Ellie Jin is the Albert Myers Distinguished Professor in the Department of Textile and Apparel, Technology and Management at North Carolina State University, USA. Her contribution to the global fashion marketing and branding discipline can be found in more than 140 journal articles and numerous funded research projects. She is the co-author of Fashion Business (2002) as well as Brands Rule the World (2015), and co-editor of Fashion Brand Internationalization (2016), Fashion Branding and Communication (2017) and Process Innovation in the Global Fashion Industry (2019). Dr. Jin served as president of International Textile and Apparel Association (ITAA) in 2021.

Part I: An Overview
1. Nature of Global Fashion Business
The characteristics of fashion business
The status of fashion brand internationalization
Fashion brand internationalization: Motivators, Enablers, and Benefits
Trends that affect the scope and speed of fashion brand internationalization
Case study 1.1. Beaucre’s Timely Entry into China in 1999
Case study 1.2. Anta’s ascent to the world’s 9th largest sportswear company
Summary
Class Activities
References
Appendix 1. Top 250 Global Retailers 2022
Appendix 2. Global fashion industry: Size, growth, and potential by region
Appendix 3. Apparel and footwear market Sizes by region: 2016-2026

2. Global Fashion Marketing Strategy
Global fashion marketing defined
Global marketing strategy
Inherent challenges associated with global fashion marketing
Case study 2.1. Macy’s Exit from China
Summary
Class Activities
References

Part II: Global Environments Affecting Fashion Business
3. Economic Environment of Global Markets: Why and How it Matters
Economic development level: Classification and General characteristics of each category
Characteristics and challenges of retail markets by a country’s economic development level
Implications of economic environment on global fashion marketing
Case study 3.1. An Overview of China: It will be a mistake to view China as one country
Case study 3.2. Strong Prospects of India’s Apparel Market
Summary
Class Activities
References

4. Cultural Environment and its impact on global fashion business
Defining culture and cultural elements
Hall’s cultural dimensions and its implication on fashion business
Hofstede’s cultural dimensions and its implication on fashion business
Other cultural frameworks
Implications of cultural environment on global fashion marketing
Case study 4.1. Two Boycott cases: Muslims against Danish brands and Chinese against Dolce & Gabbana
Case study 4.2. Why are second hand markets not thriving in China?
Summary
Class Activities
References
Appendix 1. Dolce & Gabbana’s advertisement accused of racism in China
Appendix 2. Dolce & Gabbana’s apology

5. Legal and Regulatory Environment: Playing by the Rules
Government regulation on retail sector
Intellectual property issues in the global fashion industry
Red tape, bribery and corruption: Implications for global fashion companies
Case study 5.1. Ralph Lauren’s Bribery in Argentina
Summary
Class Activities
References
Appendix 1. Corruption Perceptions Index

Part III: Assessing Global Market Opportunities
6. Internationalization Theories
Internationalization process model
Ownership-Location-Internalization (OLI) model
Transaction cost analysis framework
Network model
Case study 6.1. Why Target’s First Internationalization Failed
Summary
Class Activities
References

7. Where to Enter: Entry Market Selection Decision
Entry market selection approaches: Systematic vs. Non-systematic
Host country factors that affect fashion firms’ entry market decision
Firm factors that affect entry market decision
Case study 7.1. Havaianas’s Flip-flops: From a Commodity to a Premium Product
Summary
Class Activities
References

8. How to Enter: Entry Mode Decision
Market-entry choices
Factors related to entry mode decisions
Implications for fashion companies
Case 8-1. Two Sides of Licensing: The Case of Burberry in Japan
Case 8-2. Macy’s Exit from a Joint Venture with China’s Fung Group
Summary
Class Activities
References

Part IV: Developing Global Marketing Strategies
9. Brand Management for Global Markets
Types and benefits of global brands
Strategic global brand management process
Consumer culture positioning strategy
Country of origin and country image for global fashion brand management
Case 9-1. Tommy Hilfiger’s different positioning across countries
Summary
Class Activities
References

10. Product Development for Global Markets
The importance of offering products and services suitable for the global markets
Developing culturally appropriate products
Product localization approaches for global markets
Case study 10.1. How Gentle Monster Achieved its Wild Success
Summary
Class Activities
References
Further reading

11. Pricing for Global Markets
Taxes and tariffs on imported goods
Price escalation and how to minimize its effect
Approaches to pricing for global markets
Factors that affect pricing decision
Parallel imports and its implications for global fashion companies
Implications for global brand brands
Case study 11.1. Cross-border Shopping and Luxury Fashion
Case study 11.2. Chanel handbag pricing
Summary
Class Activities
References

12. Retail and Distribution for the Global Markets
International distribution channel decision
International distribution channel configuration
Digital distribution: Opportunities and Challenges in the global marketplaces
Challenges in developing countries: Payment and Logistics challenges
Case 12-1. WeChat and Mobile Shopping Channel in China
Summary
Class Activities
References

13. Communications and Advertising to Global Consumers
Global advertising: Standardization vs. Adaptation
Cultural implication of international advertising
Regulations and challenges related to advertising across countries
Case study 13.1. Gymshark’s Impressive Rise: Social Media and Brand Community Strategies
Summary
Class Activities
References
Further reading. Burberry ad in China
Appendix 1. Shiseido advertisement on Instagram
Appendix 2. Puma’s Run the Streets campaign: US vs. Korea
Appendix 3. Patagonia Houdini Jacket ad: Individualistic vs. Collectivistic culture
Appendix 4. Estee Lauder’s advertisements: Masculine culture vs. Feminine culture
Appendix 5. Clarks advertisements: Saudi Arabia vs. Kuwait
Appendix 6. Yves Saint Laurent’s banned Ad in the U.K.
Appendix 7. Miu Miu’s banned advertisement in U.K.
Appendix 8. Lancome’s banned advertisement in the U.K.