Internationalization of Luxury Fashion Firms

Internationalization is an essential component of the business model for luxury fashion companies. Hence, regardless of their size, luxury firms have to develop in foreign markets to seek global demand, build a global image, and manage distribution and communications effectively. Filling a gap in current literature, this book examines the motives, processes, and forms assumed for the internationalization of luxury fashion companies and the relationship between internationalization and business models, with a focus on small and medium-sized enterprises (SMEs) and the specific challenges they face. The book proposes cases of Italian SMEs, being Italy a country that is globally recognized as a key player in the luxury fashion industry. Specifically, the authors link internationalization with business models and discuss the business model of luxury fashion SMEs, characterized by "genetic internationalization". Finally, the authors address the main theoretical and managerial implications emerging from their empirical research and discuss the applicability of this model to luxury companies in general. Offering a comprehensive and in-depth view of luxury fashion SMEs, this book is targeted to students, scholars and practitioners interested in luxury firms, internationalization, and business models.
Andrea Runfola is Associate Professor of Marketing and Management at the Department of Economics of the University of Perugia. His research interests include international business, international marketing, business-to-business marketing, business models, and luxury and fashion marketing

Matilde Milanesi is Assistant Professor of Marketing and Management at the Department of Economics and Management of the University of Florence. Her research interests include international business, international marketing, industrial marketing and luxury and fashion marketing. 

Simone Guercini is Full Professor of Marketing and Management at the Department of Economics and Management of the University of Florence. His research interests include business marketing, international business, qualitative research, heuristics in behaviour and cognition, and luxury and fashion marketing