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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.

The paper is a qualitative case study.

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.

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

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