Abstract
Established in 1987 and originating from Hong Kong, Bossini has established itself as a famous casual-wear international fashion retail brand. Based on information and financial data publicly available in Bossini’s annual reports from 2000/2001 to 2013/2014, this chapter investigates the internationalization trajectory of Bossini. By exploring both operational and marketing models, we examine how Bossini has successfully emerged as an international fashion retailing group. We also discuss how Bossini survives and excels under conditions of market disruption, and statistically evaluate the operational performance of Bossini in its four core markets: Hong Kong, China, Taiwan and Singapore. The chapter concludes by analyzing the critical success factors for Bossini.
The data and company details reported in this chapter are mainly based on publicly available information on Bossini (from the company’s annual reports, official website, etc.).
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Notes
- 1.
Please note that Bossini used “Bossini style” in the 2005/2006 annual report but “Bossinistyle” in the annual reports from 2006/2007 to 2010/2011. For consistency, this paper uses “Bossinistyle” to represent this brand extension of Bossini.
- 2.
The Hong Kong operational performance represents the performance of both directly managed stores in Hong Kong and internationally franchised stores (except China). This classification is adopted by Bossini in its annual reports. The operational performance of China represents the performance of both directly managed and franchised stores in China. All stores in Taiwan and Singapore are directly managed by Bossini.
- 3.
The number of stores operated in Hong Kong is the sum of the number of directly managed stores in Hong Kong and the number of international franchised stores (except China).
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Chan, HL., Choi, TM., Man, KY. (2016). The Internationalization Trajectory of Bossini: A Fashion Retailing Enterprise from Hong Kong. In: Jin, B., Cedrola, E. (eds) Fashion Brand Internationalization. Palgrave Studies in Practice: Global Fashion Brand Management . Palgrave Pivot, New York. https://doi.org/10.1057/978-1-137-52337-2_4
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DOI: https://doi.org/10.1057/978-1-137-52337-2_4
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