Challenges to the internationalisation of the Brazilian fashion industry
by Maria Laura Ferranty Maclennan; Mariana Bassi Suter; Renata Spers
International Journal of Export Marketing (IJEXPORTM), Vol. 1, No. 4, 2017

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.

Online publication date: Fri, 02-Mar-2018

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Export Marketing (IJEXPORTM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email