Globalization Of Global Fashion

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The development of global fashion has transformed the way fashion is perceived in the modern world. One of the reasons for the fast internationalization of fashion retailers may be that European unification has facilitated the conduct of business in various countries in Europe.
It is interesting to notice that the cultural differences between countries have not slowed down the development of global fashion (Završnik, 2007).
Going international is a step by step process since there are several factors that must be held in account before making the decision to go. If firms want to be successful in doing business abroad, they have to consider the laws and regulations, language, political risk, economic situation and cultural differences of the host country before establishing themselves outside their home country. Globalization involves social and cultural factors that often lead to homogenization of lifestyle and influence individuals to start behaving like universal consumers. This means that more global products can be sold over the world, meaning products without or with little modification (Giaccio, 2009).
There are several reasons for the fashion homogenization:
• There is a lot of pressure on the designers to keep coming up with new trends, which doesn’t let them be as creative as they were before because they have no time. People don’t want to wait for a new season to get new clothing concepts, they want it fast.
• Globalization has enabled more access to global fashion trends, this means that people all around the world can follow and be updated with the fashion trends of a country they don’t live in.
• Internet has also been a huge influence, because images can be shared and spread incredibly fast.
• The ability to trav...

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...ts to the use of his identity and shares his knowledge of distribution. The local retailer contributes the use of his store and his experience of the local market.
The most frequently used methods by fashion retailers for entering a foreign market are: franchising, opening one’s own stores and joint venture.

Reasons why retail businesses decide to go international
Reasons why fashion retailers decide to go international are called push and pull factors. The push factors are reasons which drive people away from a place and the pull factors are reasons that attract them to a new location. Push and pull factors behind retailer internationalization have to do with political, economic, social and cultural factors in their country of origin and the country where they want to establish. Also, the retail structure has an impact on the firm’s choices (Moore & Burt, 2007).

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