Title: Challenges to the internationalisation of the Brazilian fashion industry

Authors: Maria Laura Ferranty Maclennan; Mariana Bassi Suter; Renata Spers

Addresses: Centro Universitario FEI, Av. Humberto de Alencar Castelo Branco, 3972-B – Assunção, São Bernardo do Campo – SP, 09850-901, Brazil ' The York Management School, The University of York, Freboys Lane, LBM 241, North Yorkshire, York YO10 5GD, UK ' Faculdade de Economia, Administração e Contabilidade, Universidade de São Paulo, 908, Av. Professor Luciano Gualberto Sala G163, São Paulo-SP, 05508-010, Brazil

Abstract: This study seeks to compare emerging market enterprises (EMEs) characteristics described in the literature with the particularities found on Brazilian fashion export industry. A qualitative and exploratory approach was applied. In depth interviews were conducted with market agents. Results discuss challenges that Brazilian exporters face in the fashion industry. Many of them are external to the company, such as high duty and exchange rates variation. There are also internal challenges, such as the lack of quality and customer support. The study shows attitudes that can mitigate some difficulties and challenges faced by EMEs. Thus, it contributes to guide managers in the fashion industry in the search for competitiveness abroad in features such as greater attention to the deadlines agreed, quality in sewing and professionalism in the relationship with foreign agents. It explains competitiveness according to recent studies and expands understanding by bridging fashion with EMEs literature.

Keywords: apparel; Brazil; export; developing countries; fashion industry; international business.

DOI: 10.1504/IJEXPORTM.2017.090385

International Journal of Export Marketing, 2017 Vol.1 No.4, pp.377 - 395

Received: 27 Feb 2017
Accepted: 17 Sep 2017
Published online: 13 Mar 2018 *

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