Internationalization is an essential component of the business model for luxury fashion companies. Hence, regardless of their size, luxury firms have to develop in foreign markets to seek global demand, build a global image, and manage distribution and communications effectively. Filling a gap in current literature, this book examines the motives, processes, and forms assumed for the internationalization of luxury fashion companies and the relationship between internationalization and business models, with a focus on small and medium-sized enterprises (SMEs) and the specific challenges they face. The book proposes cases of Italian SMEs, being Italy a country that is globally recognized as a key player in the luxury fashion industry. Specifically, the authors link internationalization with business models and discuss the business model of luxury fashion SMEs, characterized by "genetic internationalization". Finally, the authors address the main theoretical and managerial implications emerging from their empirical research and discuss the applicability of this model to luxury companies in general. Offering a comprehensive and in-depth view of luxury fashion SMEs, this book is targeted to students, scholars and practitioners interested in luxury firms, internationalization, and business models.
Author(s): Andrea Runfola, Matilde Milanesi, Simone Guercini
Series: Palgrave Advances in Luxury
Publisher: Palgrave Macmillan
Year: 2021
Language: English
Pages: 213
City: Cham
Praise for Internationalization of Luxury Fashion Firms
Contents
About the Authors
Abbreviations
List of Figures
1: Introduction
References
2: Luxury and Internationalization: Motives and Features
2.1 Motives for the Internationalization of Luxury Companies
2.2 The Size of the Demand
2.3 The Global Image
2.4 The Characteristics of Luxury Customers
2.5 Distribution and Communication Channels
2.6 Motives and Features: Some Conclusions
References
3: The Internationalization of Luxury Fashion
3.1 The Internationalization of Luxury Fashion Companies: An Overview
3.2 The Opening of Stores in Foreign Markets
3.3 Supply Chain and Sourcing Strategies by Luxury Fashion Companies
3.4 The Role of e-Commerce for Internationalization
3.5 Liabilities in Internationalization
References
4: The International Dimension of the Luxury Fashion Business Models
4.1 Business Model Conceptualization: The Need for an International Perspective in Luxury
4.2 Problematizing Business Models in the Luxury Fashion
4.3 Business Models of Luxury Fashion MNEs
4.4 Business Models of Independent Entrepreneurial Luxury SMEs
4.5 Luxury Brands of Vertically Integrated Suppliers
4.6 Digital Natives Luxury Brands
4.7 Toward an International View of Business Models
References
5: Methodology, Empirical Context, and Internationalization of Luxury Artisans
5.1 Methodology
5.2 The Empirical Context of the Study
5.3 The Case of Sapaf: International Vocation and Networking for Innovation in the “art” of Leather Goods
5.3.1 The Origin of the Firm and Its Profile
5.3.2 The Product, the Target, and the Main Trends
5.3.3 The Evolution of the International Dimension of the Business Model
5.3.4 The Relationship Between Company Profile and Internationalization Processes
5.4 Bontoni: Manufacturing Excellence in the Luxury Shoemaking
5.4.1 The Origin of the Brand
5.4.2 The Value Proposition: Collections and Production
5.4.3 The International Dimension of the Business Model
5.4.4 The Personal Relationships with Foreign Clients Fueling the Business Model
References
6: The Internationalization of Luxury Fashion SMEs After a Path of Dimensional Growth
6.1 Premise to Cases
6.2 Fabiana Filippi: A Story of an Authentic Made in Italy and Sustainable Luxury Fashion Brand
6.2.1 The Origin of the Brand and Its Philosophy
6.2.2 The Product, the Target, and the Production Process
6.2.3 The International Dimension of the Business Model
6.3 Antonelli Firenze: Family, Territory, and Design in the Luxury Womenswear
6.3.1 The Origin of the Brand and the Business Model
6.3.2 The Company Growth and Recent Evolution
6.3.3 The International Expansion
6.4 Monnalisa and the Luxury Childrenswear
6.4.1 The Company Profile and Business Model
6.4.2 The Internationalization Process Through Physical and Online Distribution Channels
6.5 E.Marinella: An International Icon of Luxury Ties Production
6.5.1 The Brand and Its Origin
6.5.2 The Store in Naples and the Production Process
6.5.3 International Reputation, Presence in Foreign Markets, and Some Initiatives
References
7: Internationalization and Business Models of Luxury Fashion SMEs: Some Emerging Issues
7.1 Internationalization and Luxury Fashion SMEs: Why/How/What
7.2 Why Do Luxury Fashion SMEs Internationalize?
7.3 How Do Luxury Fashion SMEs Set the Internationalization Process?
7.4 What Are the Implications of Internationalization for Business Models of Luxury Fashion SMEs?
7.5 The Business Model of Luxury Fashion SMEs
References
8: Conclusions
References
Index
