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%