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Abstract(s)
A internacionalização é uma estratégia que as empresas adotam de modo a
expandir os seus mercados de atuação, tornando-se mais competitivas e presentes em
mais países. Quando uma empresa decide que quer iniciar a sua atividade no estrangeiro
tem de fazer um estudo intensivo sobre como irá abordar esta nova oportunidade, sendo
importante que esta tenha em conta aquilo que já foi feito, de modo a poder reduzir ao
máximo a sua eventualidade de fracasso. No caso da moda, esta diferencia-se de outras
indústrias de retalho por ser uma das que tem maior presença internacional,
beneficiando de muitas estratégias para que esta possa ser possível, independentemente
dos fatores que possam interferir com a sua expansão. Com o desejo das empresas de
procurar mais competição e maiores e novos mercados onde implementar a sua
atividade, surgiram padrões e modelos que podem auxiliar nesta nova etapa de comércio
de uma marca, que procuram sempre que as empresas tenham em conta as situações
culturais, económicas, políticas e sociais dos países onde pretendem entrar, designandose as diferenças destes fatores de um para outro país como distância psíquica.
Existem várias estratégias de internacionalização, sendo que, para o retalho da
moda, as mais comuns serão a franquia, joint ventures, a abertura de filiais, a exportação
e a adquirição de um concorrente. Mesmo que a implementação de pontos de venda
internacionais seja um dos grandes objetivos das marcas quando iniciam este processo,
uma outra forma de uma empresa marcar presença num mercado internacional é a partir
do e-commerce que, com a pandemia do COVID-19 e com as dificuldades das pequenas
e médias empresas enfrentam quando pretendem estabelecer-se no estrangeiro, se
tornou cada vez mais um canal de distribuição ao qual recorrem os consumidores.
Com o intuito de perceber como marcas internacionais e nacionais se expandem
para outros mercados, foram analisadas três de cada. Começando pelas internacionais,
foram abordadas a Zara, a COS e a Colcci e as marcas nacionais estudadas nesta
dissertação foram a Lanidor, a Salsa Jeans e a Sacoor Brothers. Foi também realizado
um questionário a consumidores, de modo a perceber o seu entendimento sobre o tema
da dissertação e sobre as marcas presentes no estudo.
Internationalization is a strategy that companies adopt in order to expand their markets of operation, becoming more competitive and present in more countries. When a company decides to start its activities abroad, it must conduct an intensive study on how it will approach this new opportunity, taking into account what has already been done, in order to minimize the likelihood of failure. In the case of the fashion industry, it differs from other retail industries because it is one of those with the greatest international presence, benefiting from many strategies to make this possible, regardless of the factors that may interfere with its expansion. With companies desiring more competition and larger and new markets to implement their activities, patterns and models have emerged to assist in this new phase of brand commerce, always seeking to consider the cultural, economic, political, and social situations of the countries they intend to enter, with the differences in these factors from one country to another being referred to as psychic distance. There are several internationalization strategies, with the most common ones for the fashion retail industry being franchising, joint ventures, opening branches, exporting, and acquiring a competitor. Although the establishment of international retail outlets is one of the main objectives for brands when they begin this process, another way for a company to establish its presence in an international market is through e-commerce, which, with the COVID-19 pandemic and the challenges that small and medium-sized enterprises face when trying to establish themselves abroad, has become an increasingly important distribution channel for consumers. In order to understand how international and national brands expand into other markets, three of each were analyzed. Starting with the international brands, Zara, COS, and Colcci were addressed, and the national brands studied in this dissertation were Lanidor, Salsa Jeans, and Sacoor Brothers. A questionnaire was also conducted with consumers to understand their comprehension of the dissertation's topic and the brands included in the study.
Internationalization is a strategy that companies adopt in order to expand their markets of operation, becoming more competitive and present in more countries. When a company decides to start its activities abroad, it must conduct an intensive study on how it will approach this new opportunity, taking into account what has already been done, in order to minimize the likelihood of failure. In the case of the fashion industry, it differs from other retail industries because it is one of those with the greatest international presence, benefiting from many strategies to make this possible, regardless of the factors that may interfere with its expansion. With companies desiring more competition and larger and new markets to implement their activities, patterns and models have emerged to assist in this new phase of brand commerce, always seeking to consider the cultural, economic, political, and social situations of the countries they intend to enter, with the differences in these factors from one country to another being referred to as psychic distance. There are several internationalization strategies, with the most common ones for the fashion retail industry being franchising, joint ventures, opening branches, exporting, and acquiring a competitor. Although the establishment of international retail outlets is one of the main objectives for brands when they begin this process, another way for a company to establish its presence in an international market is through e-commerce, which, with the COVID-19 pandemic and the challenges that small and medium-sized enterprises face when trying to establish themselves abroad, has become an increasingly important distribution channel for consumers. In order to understand how international and national brands expand into other markets, three of each were analyzed. Starting with the international brands, Zara, COS, and Colcci were addressed, and the national brands studied in this dissertation were Lanidor, Salsa Jeans, and Sacoor Brothers. A questionnaire was also conducted with consumers to understand their comprehension of the dissertation's topic and the brands included in the study.
Description
Keywords
Expansão Internacionalização Moda Retalho