Riassunto analitico
The purpose of this work is to analyse the combination of retail and internationalisation that has contributed to the international success of the Calzedonia Group, a leading player in fashion retail for the underwear, hosiery, and beachwear markets in Italy. The goal of this thesis is to look into retail internationalisation tactics in the fashion business, particularly in the hosiery market, beginning with general issues concerning globalisation and the techniques that companies might employ to undertake the international path. The topics examined result from my personal interest and inclination towards the fashion industry, which is synonymous with creativity, motivation, organisation, strategy, and management, as well as my interest in internationalisation strategies, which I was able to deepen thanks to the course of studies undertaken as well as the publications examined. Furthermore, the expanding internationalisation of the industry has set the framework for overcoming an artisanal approach in favour of a management approach, which is a critical component for the success and growth of most businesses. The spread of retail activities across national borders is a chance to grow that businesses must address in order to ensure that their businesses prosper, but it also necessitates additional managerial and organisational efforts. As a result, it is critical to understand what drives these enterprises to operate across national borders, how the process of internationalisation of retail activities occurs, and what factors impact the choices for distribution. The first chapter discusses the notion of globalisation in conjunction with the concept of internationalisation, as well as the many strategies to expand internationally, and concludes with the potential future scenarios and challenges that the global market will provide. The second chapter focuses on international retail, highlighting entry modes in foreign markets and possible distribution strategies. Furthermore, the chapter investigates the possible distribution channels and how they are implemented. In addition, international retail is investigated, with a focus on the fashion industry, concluding with an examination of the bargaining power of both manufacturers and distributors. The third section examines the distribution system for the apparel and textile industries, expanding on the Italian district structure and the global approach it has experimented with. The fourth chapter is devoted completely to the hosiery sector. It is comprehensive, beginning with an initial structural study. Its internationalisation strategy is further underlined by an examination of market trends, growth strategies, and the marketing mix. The chapter also focuses on the main Italian hosiery district, Castel Goffredo, which is a successful and vital area for the industry and international player. Finally, the Calzedonia Group will be examined in the fifth chapter, exploring the Group's history and winning aspects, as well as the competitive and growth strategies that have allowed it to establish itself as one of the main worldwide competitors.
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