Retail internationalisation in practice: per una in the UK and Taiwan

Abstract

Purpose

The purpose of this paper is to investigate the retail marketing strategies of one fashion retailer as they are applied in two national markets, and to identify means by which international retailer success may be assured.

Design/methodology/approach

The paper is a qualitative case study.

Findings

To be a successful international fashion retailer, the ability to apply and adjust the retail marketing mix elements according to specific target‐market conditions and a wider global strategy is very important.

Practical implications

The paper indicates how an international fashion retailer may manipulate components of its marketing mix to be successful in diverse national markets.

Originality/value

The paper combines international retailing literature with retail marketing concepts to present findings of interest to commercial practitioners and offer opportunities for further research.

Citation

Wigley, S. and Rachel Chiang, C. (2009), "Retail internationalisation in practice: per una in the UK and Taiwan", International Journal of Retail & Distribution Management, Vol. 37 No. 3, pp. 250-270. https://doi.org/10.1108/09590550910941517