L'internationalisation du prât‐à‐porter: The case of Kookai and Morgan's entry into the UK fashion market

Abstract

This case examines the internationalisation of fashion retailing and is based upon the entry of French fashion retailers, Morgan and Kookai, into the UK. The case considers their motivation for entry into the highly competitive UK fashion retail market, and explores, in particular, the methods of entry adopted by these companies. The case concludes with an assessment of the potential barriers that exist in respect of successful fashion retail internationalisation and seeks to identify the internal competencies that are required of fashion retailers in order that they might replicate their domestic market success within other countries.

Citation

Moore, C.M. (1998), "L'internationalisation du prât‐à‐porter: The case of Kookai and Morgan's entry into the UK fashion market", Journal of Fashion Marketing and Management, Vol. 2 No. 2, pp. 153-158. https://doi.org/10.1108/eb022524