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Globalization and fashion business strategy : standardization versus adaptation : two case studies of Calvin Klein Menswear and Tommy Hilfiger International

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Globalization and fashion business strategy : standardization versus adaptation : two case studies of Calvin Klein Menswear and Tommy Hilfiger International

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Samenvatting

QUOTE Standardization is an international marketing strategy that a company has the same strategy with identical products at identical prices with identical distribution systems for different countries regardless of market differences […]. Adaptation is an opposite strategy that a company sets a specific strategy of products, prices, places and people for each target market. PURPOSE to explore advantages and disadvantages of standardization and adaptation strategies in order to find out which is more suitable strategy for global fashion brands with the four P’s of the marketing mix; product, prices, promotion, place. SUB QUESTIONS What is globalization and what are the effects of globalization on the fashion industry? - What elements do fashion companies should consider standardizing or adapting their businesses? - How international fashion companies implement standardization and adaptation strategies and how does it effect on their performance? - What are advantages and disadvantages of standardization or adaptation strategies for fashion brands? – CASE STUDIES: Calvin Klein Menswear; Tommy Hilfiger International.

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OrganisatieHogeschool van Amsterdam
InstituutMedia, Creatie en Informatie
Gepubliceerd in
Jaar2014
TypeBachelorscriptie
TaalEngels

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