International & Global Fashion Marketing

International and global fashion marketing was an introduction to the theory and practice surrounding fashion marketing, in a globally competitive environment. It taught the conceptual frameworks needed to influence international & global fashion marketing and allowed further analytical and business skills to be applied.

 

The outcomes have enabled myself to critically reflect the problems and benefits of international and global selling, apply analytically processed evaluation of marketing opportunities, and assess these marketing opportunities accordingly across geographically diverse markets.

 

The modules first assessment of a group presentation assessed the market attractiveness of 2 counties, primarily using a MACS matrix analysis. The second requirement in the module was a portfolio which entailed a marketing plan for Oliver Bonas, in the chosen Country of the Netherlands. Conveyed are the outcomes of this project, which saw Oliver Bonas open a store in the city of Amsterdam. A focus on Dutch heritage was identified through use of marketing strategies such as Porter’s generic strategy and the international marketing mix. This work enabled me to achieve a first class grade.