The brief was to find a brand that did not currently exist or operate in another country. The brand could not be in Bricks-and-Mortar form, Online channels such as Third Party retailers or in Department stores.
The Infographic Poster presented the journey of Internationalisation of a brand answering
the following questions: What, Where, Why, Who, How & When? // 25 infographic posters were chosen to be presented on the Fashion Business and Promotion floor at BCU. Mine was one of them.
The brand I chose was Love, Bonito from Singapore, a brand I discovered in 2019 during my summer holiday. I decided that the brand was perfect to be internationalised to Kuwait.
The business report details the method of Internationalisation of the brand to Kuwait.
Justification of internationalising the brand to a foreign country including the Push and Pull factors. I completed SWOT analyses and Market Maps of both the Home Market (Singapore) and New Market (Kuwait). An Ansoff’s Matrix chart explains the Market Penetration, Product Development, Market Development and Diversification.
The business report details the Method of Market Entry; Franchising through the Middle East’s largest retailer & franchiser, Al Shaya. The chosen location of a Bricks and Mortar store in Kuwait is the Avenues Mall. I detailed the Barriers to Entry and Porter’s Five Forces which includes Competitive rivalry within an industry, Bargaining power of suppliers, Threat of substitution, Threats of new entrants and Bargaining power of buyers. Additionally, when internationalising a brand, cultural considerations and product mix need to be thought about.
Womenswear
Adobe InDesign, Microsoft Word
