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Everlane : a ‘radically transparent’ fashion company disrupting the industry. International expansion strategy

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dc.contributor.author Yang, Rusi
dc.contributor.author Sliusarenko, Anastasia
dc.contributor.author Ferraro-Doucette, Emily
dc.date.accessioned 2020-10-01T11:59:28Z
dc.date.available 2020-10-01T11:59:28Z
dc.date.issued 2020
dc.identifier.uri http://hdl.handle.net/10230/45370
dc.description Master (Msc) in International Business. Master Thesis. Curs 2019-2020
dc.description Tutor: Tomislav Rimac
dc.description.abstract This Thesis project focuses on the expansion of the American sustainable apparel company Everlane into the German market. Everlane’s business is built around offering affordable, fair-trade clothing for men and women in a classic style with a transparent pricing model (which is a key differentiator in the fashion industry). This project starts by identifying the business opportunity, provides an in-depth analysis of the macro and micro environment, the study of the German market, and the local consumer preferences. Finally, it offers an actionable entry strategy including the supply chain management, the human resources and marketing plan, Corporate Social Responsibility, and a Contingency section to account for the potential impact of the COVID-19 crisis on the internationalization plan. According to the research conducted during this project, the expansion of Everlane could be successful with a return on investment in Year 4.
dc.format.mimetype application/pdf
dc.language.iso eng
dc.rights This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License
dc.rights.uri http://creativecommons.org/licenses/by-nc-nd/4.0
dc.subject.other Treball de fi de màster – Curs 2019-2020
dc.subject.other Everlane
dc.subject.other Internationalization plan
dc.subject.other Expansion plan
dc.subject.other Fashion
dc.subject.other Germany
dc.subject.other Millennials
dc.title Everlane : a ‘radically transparent’ fashion company disrupting the industry. International expansion strategy
dc.type info:eu-repo/semantics/masterThesis
dc.rights.accessRights info:eu-repo/semantics/openAccess

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