BRIEFING: ESSAY
DESN5319M Internationalization in the Fashion Industry Context
ABOUT YOUR ASSIGNMENT
The assessment is a final written essay of 1500 – 2250 words that will assess you upon critical aspects and analysis of the internationalization process and decisions of a firm.
The essay weighs 80% of the overall mark.
THE BRIEF
Choose a British brand within the industry (fashion/sports/beauty/cosmetics)
that has incorporated its British image within one international operation of your
choosing (choose one market to analyze, for example, China).
Analyze and discuss the operation using theory that has been covered during the
lecture series, as well as secondary research (for example, refer to academic journal
papers, company documents, reports, websites, social media etc.).
You will need to consider whether the operation was a success, or not, and
whether improvements could have been made to the operation.
SUGGESTED STRUCTURE
• The brand and its international activities
• Britishness
• The use of the British image
STRUCTURE DETAILS
The brand and its international activities
• Brief description of the brand
• The brand’s internationalization process (make sure you make links to internationalization theories)
• International market – brief description of the chosen market including its differences/similarities to the British market and what aspects can represent challenges/opportunities to the brand when operating in this market
STRUCTURE DETAILS
Britishnes
• What is Britishness?
• What elements of the British image does the brand incorporate into
its operation in international markets?
• How Britishness is incorporated within the brand for the chosen international market (online/offline store atmospherics, social media, website, any other)?
STRUCTURE DETAILS
The use of the British image
Develop a critical analysis providing the reader with the reasoning for:
• Whether the brand uses the Britishness in the chosen international market
properly? Why? If not, how could it be improved? Why?
• Whether the use of Britishness has helped the brand entering and
developing this market. Why?
• Whether Brexit affects the use of the British image in this country? How
and why?
