What is Britishness? What elements of the British image does the brand incorporate into its operation in international markets? How Britishness is incorporated within the brand for the chosen international market (online/offline store atmospherics, social media, website, any other)?

Internationalisation in the Fashion Industry Context

Britishness (30%)
• What is Britishness? (10%)
• What elements of the British image does the brand incorporate into its operation in international markets? (10%)
• How Britishness is incorporated within the brand for the chosen international market (online/offline store atmospherics, social media, website, any other)? (10%)

STRUCTURE DETAILS
The use of the British image (25%)
Develop a critical analysis providing the reader with the reasoning for:
• Whether the brand uses the Britishness in the chosen international market properly? Why? If not, how could it be improved? Why? (10%)
• Whether the use of Britishness has helped the brand entering and developing this market. Why? (10%)
• Whether Brexit affects the use of the British image in this country? How and why? (5%