INTERNATIONAL BUSINESS STRATEGY: TOPSHOP

International Business strategy: Topshop

International Business strategy: Topshop

Introduction

Companies often use one of two basic types of international strategies, or both: the international business strategy and international corporate strategy. In the field of business, companies apply generic strategies of cost leadership, differentiation, cost leadership focused on a sector, a sector focused differentiation or cost leadership and differentiation integrated. The international corporate strategies are three: the multinational, the global or transnational (a combination of multinational and global). To achieve a competitive advantage, each strategy must integrate a core skill, resources and skills based on hard copy. When firms employ a business strategy and corporate strategy, seek to create value. The markets go beyond the limits of their own borders and companies will present opportunities to grow and be present in other territories (Yuniya, 2005, Pp 123-145).

Thus, the International business strategy tries to create value through the transfer of skills and valuable products to foreign markets.It generally refers to the products developed during theresearch and development in the country of origin, although physical production can be done in any country. However, if we talk about the opening up a new business, one of the most significant challenges specially for newly opening clothing store is the hurdle of competition. Moreover it is a fact that fashion retailing is a competitive part and highly profitable for the UK retail sector.

Discussion and Analysis

The fashion industry is totally different from any other sector, for several reasons. A well-developed marketing and high impact advertising activities are inherent characteristics. In the fashion sector, the objective is to generate customer interest in making them want to buy products regardless of their actual needs. Topshop brand founded in 1964 and now differs from its competitors in its own exclusive design, rather than copying models of famous fashion designers (Vijay, 2008, p. 20-21).

History of Topshop

Topshop was born in 1964 in the basement of a shop in northern England, Peter Robinson. A year later, the brand moved on Oxford Street and became known as Topshop . The first shop still exists today and is the largest of the brand. With an area of ??8000 m2 and more than 200,000 customers a week, it is the fashion boutique world's largest.

It is a fact that this bold approach has earned the love of the brand as a simple fan of fashion, and the representatives of the fashionable industry.Topshop / Topman are the only brand of mass-market, which collection each season shows at London Fashion week. In my opinion the British style of brand combines the latest design and fashion trends. Each collection is based around three different stylistic directions.

In 1978, the Topshop introduces another brand with the name of Topman, which shows the wear for men.In 1994, the brand bought 90 thousand square meters foot to create a flagship store Topshop, the largest space in the fashion industry. The flagship of the week is attended by more than 200 thousand people. Every minute, more than 600 store employees are ready ...