Purpose – As international retailers continue to employ franchising as a major method of market entry, the control of these international retail franchise networks becomes of significant importance. The aim of this paper is to examine the methods by which UK‐based international fashion...

Purpose – Employing the qualitative method, this paper sets out to investigate the role and function of flagship stores as a market entry mechanism employed by luxury fashion retailers. Design/methodology/approach – The paper employs an interpretive research position, utilising qualitative...