Title: International franchising in the fashion industry from the franchisor perspective

Authors: Anita Maček; Johanna Kros; Vito Bobek

Addresses: University of Applied Sciences FH Joanneum, Eggenberger Allee 11, 8020 Graz, Austria ' Stajan Kunst & Mode, Sackstraße 19, A-8010 Graz, Austria ' University of Applied Sciences FH Joanneum, Eggenberger Allee 11, 8020 Graz, Austria

Abstract: Over the years, fashion retail franchising in emerging markets has seen a significant growth. Nevertheless, when a fashion brand decides to franchise its business, it also affects the control level over franchise store operations, which may influence a brand's image and overall success. This paper investigates how international fashion companies can implement and assure brand standards and qualities among their franchise network in emerging markets. With exploratory qualitative research authors give more insight into the general motives for fashion companies franchising their businesses in emerging markets and the implementation of brand standards, assuring quality and control, and challenges in operating franchise stores. The research shows that the implementation process and assurance of brand standards and qualities involve high management and control skills, in which a solid, lasting relation between franchisor and franchisee is required. With relationship marketing, the brand standards implementation can be strategically planned and managed. Since follow up and control of brand standards and qualities are often inconsistent, the procedures must get standardised.

Keywords: franchising; fashion industry; emerging markets; brand standards; international business.

DOI: 10.1504/JIBED.2019.103364

Journal for International Business and Entrepreneurship Development, 2019 Vol.12 No.1, pp.49 - 66

Received: 05 Jul 2018
Accepted: 08 Sep 2018
Published online: 05 Nov 2019 *

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