Purpose: The purpose of this paper is to investigate the relationship between the fast fashion formula and the process of firm internationalization. Possible answers are sought to the following research question: does the fast fashion formula drive the internationalization process (driving the change), or does the internationalization process change the model (changing the model). Design/methodology/approach: The paper presents and discusses the data collected during a ten-year longitudinal case analysis of an Italian fast fashion company. Three main steps in the firm’s international expansion are identified, and the firm’s strategies for managing its fast model in each are then discussed Findings: The findings highlight how the process of internationalization has exerted pressure on the firm’s business model. In particular, the case reveals that the company’s international development has had a strong impact on three main components of its fast fashion model. Originality/value: The paper contributes to previous work on fast fashion by focusing on the sustainability of such models during international expansion, a key theme which has to date received little attention in ongoing academic debate on the fast fashion phenomenon.

Fast fashion companies coping with internationalization. Driving the change or changing the model? / A.Runfola; S.Guercini. - In: JOURNAL OF FASHION MARKETING AND MANAGEMENT. - ISSN 1361-2026. - ELETTRONICO. - 17:(2013), pp. 190-205. [10.1108/JFMM-10-2011-0075]

Fast fashion companies coping with internationalization. Driving the change or changing the model?

GUERCINI, SIMONE
2013

Abstract

Purpose: The purpose of this paper is to investigate the relationship between the fast fashion formula and the process of firm internationalization. Possible answers are sought to the following research question: does the fast fashion formula drive the internationalization process (driving the change), or does the internationalization process change the model (changing the model). Design/methodology/approach: The paper presents and discusses the data collected during a ten-year longitudinal case analysis of an Italian fast fashion company. Three main steps in the firm’s international expansion are identified, and the firm’s strategies for managing its fast model in each are then discussed Findings: The findings highlight how the process of internationalization has exerted pressure on the firm’s business model. In particular, the case reveals that the company’s international development has had a strong impact on three main components of its fast fashion model. Originality/value: The paper contributes to previous work on fast fashion by focusing on the sustainability of such models during international expansion, a key theme which has to date received little attention in ongoing academic debate on the fast fashion phenomenon.
2013
17
190
205
A.Runfola; S.Guercini
File in questo prodotto:
File Dimensione Formato  
Runfola Guercini 2013.pdf

Accesso chiuso

Tipologia: Altro
Licenza: Tutti i diritti riservati
Dimensione 277.96 kB
Formato Adobe PDF
277.96 kB Adobe PDF   Richiedi una copia

I documenti in FLORE sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificatore per citare o creare un link a questa risorsa: https://hdl.handle.net/2158/643309
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 47
  • ???jsp.display-item.citation.isi??? ND
social impact