MARKETING STRATEGIES

How culture and religion affect marketing strategies in the Middle East

How culture and religion affect marketing strategies in the Middle East

In today's high street fashion competition fashion retailers are adopting strategies to compete and survive in order to capture and maintain market share. Being a seasonal and highly volatile market the fashion market is always vulnerable to the concept of 'fading-out'. Everyday a new design, style, fad or fashion develops and becomes hype hence fading out the previous fashion. The retailers that keep up the pace of this fast development and creativity manage to survive, while those left behind, become extinct.

This paper examines the brand management strategies that fashion retailers would adopt to compete in the international market. From the process of internationalisation, to devising brand strategies, to taking the right decisions of brand management, all of the issues are equally important and carry immense importance. Although there are many dimensions of brand management, but only three major themes are highlighted in this paper, which prove vital for the success of fashion retail brand.

This paper starts by examining the different motives and reasons for a fashion retailer to go international and how this process takes place. The literature review would analyse and support the motivation for a fashion retailer going international and expanding its operations in the global market. The focus then dwells onto the marketing strategies of these fashion retailers and in identifying different aspects of branding strategies that position an international fashion retailer in the new global competitive market.

The development of a strong brand in the domestic market, in terms of store image, product, and customer service, would seem to form the basis for long-term viability and success in international markets.

The research questions highlighted in this paper are, how does a fashion brand ...