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How western marketers respond to the new middle class in emerging market cities: The case of Italian fashion marketers

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  • Guercini, Simone
  • Runfola, Andrea

Abstract

This paper deals with Italian Fashion Marketers (IFMs) expanding internationally through the opening of retail stores. Its main contributions are twofold. Firstly, an explanation is proposed for the reasons that IFMs decide to go international. In particular, it appears they are driven by the search for new customers, specifically among the middle class in emerging markets, where they have the advantage of being able to capitalize on brand equity, such as the Italian origin of their offerings. Secondly, the paper reveals some discernible patterns in new retail store internationalization, pointing out trends and choices in terms of the specific international markets targeted. In this regard, the main countries and cities where IFMs establish and cultivate a retail presence are identified, and comparisons made between emerging vs. developed countries as target markets.

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  • Guercini, Simone & Runfola, Andrea, 2016. "How western marketers respond to the new middle class in emerging market cities: The case of Italian fashion marketers," International Business Review, Elsevier, vol. 25(3), pages 691-702.
    • Handle: RePEc:eee:iburev:v:25:y:2016:i:3:p:691-702
    DOI: 10.1016/j.ibusrev.2015.10.003
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    1. Shukla, Paurav & Rosendo-Rios, Veronica, 2021. "Intra and inter-country comparative effects of symbolic motivations on luxury purchase intentions in emerging markets," International Business Review, Elsevier, vol. 30(1).
    2. Stephanie Lu Wang & Qian Gu & Mary Ann Glinow & Paul Hirsch, 2020. "Cultural industries in international business research: Progress and prospect," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 51(4), pages 665-692, June.
    3. Singh, Jaywant & Shukla, Paurav & Schlegelmilch, Bodo B., 2022. "Desire, need, and obligation: Examining commitment to luxury brands in emerging markets," International Business Review, Elsevier, vol. 31(3).
    4. Lydia Nyankom Takyi & Vannie Naidoo & Courage Simon Kofi Dogbe, 2022. "Government support, strategic alliance and internationalization: Evidence from indigenous Ghanaian exporters," Journal of International Entrepreneurship, Springer, vol. 20(4), pages 619-638, December.
    5. Frasquet, Marta & Dawson, John & Calderón, Haydeé & Fayos, Teresa, 2018. "Integrating embeddedness with dynamic capabilities in the internationalisation of fashion retailers," International Business Review, Elsevier, vol. 27(4), pages 904-914.

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