Internationalization Process of Fast Fashion Retailers: Evidence of H&M and Zara

Abstract

The fashion apparel industry has evolved significantly over the last two decades driven by the internationalisation and rapid rise of global fast fashion retailer brands. This research seeks to introduce and explore how two internationalization models-Incremental and Rapid Internationalization-can be applied to two representative global fast fashion retailers (Zara and H&M). It seeks to apply these models on the basis of three perspectives-"knowledge sharing, resource-based view and psychic distance". The result suggested that H&M and Zara do not entirely correlate with the expectations of Incremental and Rapid Internationalization Models. This appears to be significantly different from what has been covered in the literature, which concludes that Zara was a born-global fast fashion retailer and H&M was a traditional/gradual global one. Another conclusion is the adoption of the Rapid Internationalization Models by the two fast fashion retailers were not completely independently from use of the Incremental Models, especially in their early expansion stages.

Avaliação Dos Serviços Logísticos Em Fast Fashion Com Aplicação Do Modelo De Kano E RSQS

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The Consumer Demand Estimating and Purchasing Strategies Optimizing of FMCG Retailers Based on Geographic Methods

“…By studying the spatial distribution of retail sales variations in consumer preferences over space can be effectively revealed, thereby helping businesses develop suitable marketing strategies and higher profits. Many fast fashion brands have been adopting geographical strategies to guide their product distribution, companies like Zara, which analyzed the different preferences in quality and style in different countries [29,30]. These analyses considered the total supply or sales performance of different countries; findings would guide production strategies and identify hot items for a country or province.…”

Mathematical model for dynamic cell formation in fast fashion apparel manufacturing stage

“…As mentioned by Fairhurst (2009), Jovanovic et al (2014), Memic and Minhas (2011) and Cachon and Swinney (2011), frequent fluctuation of customer demand with smaller batch quantities and, short production and distribution lead-times, are the key characteristics of fast fashion apparels. Because of the increasing consumer demand, fast fashion segment in apparel industry has shown a rapid growth internationally during past few years (Mo 2015;Jovanovic et al 2014; Moretta Tartaglione and Antonucci 2013; Aus 2011). More importantly, Caro and Martínez-de-Albéniz (2015) stated it as a high growth potential area of international apparel business.…”