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Practitioner Paper: Americans in London: The internationalisation of fashion designer retailing

Christopher M. Moore (Reader in Marketing at the Caledonian Business School, Glasgow Caledonian University. He is the Director of the Glasgow Centre for Retailing)
John Fernie (Professor of Retail Marketing and Head of the School of Management at Heriot Watt University in Edinburgh)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 1 March 2000



This paper examines the growth strategies adopted by fashion design houses which have undergone significant transformation in the past decade from being privately owned, niche market companies to stock‐market‐listed businesses selling fashion and other lifestyle products to a lucrative and international middle retailing market. In order to illustrate this transition, the paper will focus upon the entry of American fashion design houses into central London. The expansion activities of these firms are identified and the resultant impact of their strategies upon central London fashion retailing is considered, providing invaluable insights to the impact of fashion retailer internationalisation and strategic growth at the micro environmental level.



Moore, C.M. and Fernie, J. (2000), "Practitioner Paper: Americans in London: The internationalisation of fashion designer retailing", Journal of Fashion Marketing and Management, Vol. 4 No. 3, pp. 263-270.




Copyright © 2000, MCB UP Limited

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