Adaptação do marketing mix na internacionalização do retalho de moda para mercados emergentes distantes

Abstract

The fashion industry is one of the most influential globally, playing a significant role in the world economy. After complex years following the Covid-19 pandemic, the industry was valued at US$1.7 trillion in 2023, returning to earnings similar to those recorded in 2019. However, the problems that have arisen internationally in recent years, creating strong political, social, economic and environmental instabilities, have hampered the internationalization of fashion brands, particularly European brands, to other European countries. There is a search for new countries where operations can grow and thrive: stable destinations with purchasing power and a market space receptive to the brand. Often, these are markets far from the countries of origin, in all dimensions of distance, as well as emerging economies, requiring greater study of the impacts and consequences by the brands. One of the critical points in brand adaptation is related to the marketing mix, a set of strategic tools that guides brands in implementing their product offering, combining product, price, distribution, and communication, taking into account the context in which it operates. The marketing mix is usually defined domestically, so internationalization requires additional attention to the adaptation versus standardization binomial, especially if the markets are notoriously distant from the origin. The problem that this project aims to solve concerns the adaptation needs to the marketing mix caused by the internationalization of European fashion retail brands to distant emerging markets. The Portuguese fashion brand, Salsa Jeans, will be the company targeted by the project, in which solutions to the identified problem will be implemented, based on a qualitative analysis of the internationalization processes of European fashion companies to distant emerging markets.