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Similarities and Differences of Internationalization Strategies of Fast Fashion Brands in Different Countries by the Example of Japan and Spain

Student: Parikshith Harekoppa pradeep

Supervisor:

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2020

In this era of globalization, increasing number "fast fashion" brands are trying to expand from their country of origin and compete in the global market. But not all brands are achieving success in the global market. Taking into account modern globalization processes and uncertainty factors, it is necessary to study in detail the formation of internationalization strategies of "fast fashion" enterprises and to identify their impact on the results of their activities. The purpose of this research is to find out whether there are distinct conceptual features of internationalization strategies followed by the market leaders in the fast fashion industry based on their country of origin. Which when taken into account, when entering the international market, will increase its efficiency. This research explores the similarities and differences in internationalization strategies adopted by market leaders that originated two culturally different parts of the globe. The research also explores the ethical problems associated with the current fast fashion industry and provides solutions to overcome them. The practical importance of the study is expressed in the development of elements of strategies for the internationalization of "fast fashion" brands, which can be used to win the world market. These include proposals for strategic alliances with logistics, manufacturing and processing companies, following eco-trends, developing and supporting unique national trends. The recommendations developed can be used for the whole "fast fashion" industry and the promotion of individual brands to the world market. The object of this work is internationalization strategies in the "fast fashion" industry. The subject of this work is strategies for internationalization of "fast fashion" brands from Japan and Spain. The aim of the research is: 1. To review the theoretical aspects of internationalization strategies and internationalization strategies of the "fast fashion" sphere, in particular. 2. To study the strategies for internationalization of "fast fashion" brands in Japan and Spain. 3. To identify the similarities and differences between the internationalization strategies of Japanese and Spanish "fast fashion" brands; 4. To develop recommendations for "fast fashion" brands to enter the market. The methods used for the research are qualitative. The information base of the research is information and analytical materials and scientific, methodical developments, financial reports of "fast fashion" brands, monographs, scientific articles, and personal studies of the author. The theoretical and methodological basis of the research includes works on the latest achievements of the fashion industry, "fast fashion" brands in the fashion market and the development of internationalization strategies.

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