The UK market in fashion retailing is recognised as being the most concentrated in the world and companies in this sector are constantly striving to improve their market share and profitability. To do this requires a strong market position, which is developed,maintained and communicated to the...

Purpose – To explore the factors crucial to international fashion retailer success and evaluate how internationalisation could be controlled efficiently by a firm. Design/methodology/approach – The study adopts a qualitative approach in the form of case studies of two international fashion...