Fashion Brand Internationalization

Byoungho Jin is Putnam and Hayes Distinguished Professor in the Department of Consumer, Apparel, and Retail Studies at the University of North Carolina, Greensboro, USA. Dr Jin’s research area focuses on international apparel retailing and branding. She has a visiting scholar invitation from King Saud University, Saudi Arabia and the University of Macerata, Italy. Elena Cedrola is Associate Professor at the University of Macerata, Italy, where she teaches Management and International Marketing. She is also Professor at the Catholic University of Milan, Italy. Dr Cedrola’s research area focuses on SMEs’ internationalization and Country of Origin Effect. She has been Visiting Scholar at the Beijing Normal University, China and at the Paris IV University, France.

• 1. Overview of Fashion Brand Internationalization: Theories and Trends.- 2. Ermenegildo Zegna: When Family Values Guide Global Expansion in the Luxury Industry.- 3. Diesel: An Unconventional, Innovative, International Lifestyle, Italian Company.- 4. The Internationalization Trajectory of Bossini: A Fashion Retailing Enterprise from Hong Kong.- 5. Beaucre Merchandising Co., Ltd.: A Successfully Internationalizing Korean Apparel Company.