module specification

This module builds upon prior knowledge of the fashion industry, consumer research, supply chain management, online retail, branding, marketing communications, and management fundamentals. It examines the strategic decisions that shape fashion retail businesses in the UK and internationally,

The module aims to deepen students’ understanding of international strategy theories, models, and frameworks, with direct applications to the evolving fashion retail landscape. It explores the internationalisation process and expansion strategies available to SMEs and large-scale enterprises, considering factors like regulatory changes, digital innovation, and trade agreements. Marketing research plays a crucial role in developing successful global strategies, particularly in response to shifting consumer behaviours and competitive dynamics. Through the course, students will enhance their critical thinking and strategic problem-solving abilities, preparing them to navigate the complexities of retail operations in an uncertain business environment. 

Skills development includes refining problem-solving and decision-making approaches tailored to the global fashion industry. Students will engage in academic research and writing that incorporates contemporary issues such as trade regulations, digital trends, and sustainability. Digital literacy and IT skills are emphasized, focusing on e-commerce strategies, AI-driven retail innovations, and omnichannel marketing. The module also fosters time management and team collaboration, encouraging agile responses to industry changes. Referencing skills and intellectual discourse will be developed, enabling students to critically engage with debates on trade policy, ethics in fashion, and sustainable supply chain management.

- Definition, scope, and challenges of international business expansion with application to fashion retailers, considering trade regulations, digital commerce evolution, and sustainability-driven strategic shifts (LO1). 
- Understanding domestic, international, multinational, multi-domestic, and global operations, with a focus on adaptive strategies for fashion retailers in response to geopolitical, technological, and economic changes (LO2). 

- The internationalisation process, including comparative analysis of SMEs and LSEs, evolving expansion patterns in fashion retail, and emerging barriers such as trade tariffs, supply chain disruptions, and digital market integration (LO1). 

- Introduction to corporate strategy, covering mission, vision, objectives, and goals across short-, medium-, and long-term timeframes. Examining strategic positioning, competitive differentiation, and the role of sustainability in shaping long-term value creation. Addressing classic theories and the distinction between strategic and tactical plans (LO1). 

- International business plan implementation and coordination, including key retail mix decisions. Examining product strategies, the international product life cycle (IPLC), diffusion of innovation, and branding strategies in global markets. Exploring the characteristics of born-global fashion retailers, international communication approaches, and pricing strategies, including digital taxation and trade restrictions. Assessing e-commerce distribution strategies, physical retail environments, layout considerations, and atmospherics. Evaluating E-tailing and M-tailing strategies in response to shifting consumer preferences and technological advancements (LO3). 

- Impact of global regulations, trade policies, and legislative frameworks on fashion retail strategy**, including compliance with sustainability mandates, ethical sourcing requirements, data protection laws, and international trade restrictions. Assessing their influence on business operations, strategic decision-making, and competitive positioning in global markets (LO4).

The module runs over 15 weeks, combining lectures, workshops, and seminars with three hours of contact time per week. Seminars encourage case study analysis and group discussions, incorporating flip-learning for peer interaction. Independent study is supported through WebLearn, providing access to lecture notes, readings, coursework briefs, assessments, and external resources, all aligned with the university’s feed-forward initiative. Learning materials are posted in advance, enabling students to plan their contributions as part of a blended learning approach. 

Reflective learning is integrated, with students encouraged to maintain a journal tracking personal development and learning effectiveness. Personal Development Plans allow customization through negotiated topics of interest, adapting assessments to emerging learning opportunities. Engagement is fostered through online forums, where students interact with peers and tutors. Guest speakers deliver master classes and explore career opportunities, embedding employability throughout the module by linking industry roles to the skills developed.

Upon successfully completing the module with full attendance, students will be equipped to:

1. Exhibit critical understanding of the main theories of international strategy, applying them to the fashion retail industry while considering contemporary challenges such as digital transformation, sustainability imperatives, supply chain disruptions, and geopolitical shifts. 

2. Demonstrate understanding of how fashion retailers develop their strategies within domestic, international, multinational, multi-domestic, and global contexts, taking into account evolving trade tariffs, economic volatility, digital commerce expansion, and changing consumer behaviours. 
3. Critically evaluate international business strategies, assessing their adaptability in response to emerging global trends, market uncertainties, ethical considerations, and regulatory pressures. 
4. Analyse the impact of global regulations, trade restrictions, and legislative developments on fashion retail strategies, identifying how compliance frameworks, sustainability mandates, and policy changes influence business decision-making.

For Validation: MC6096 International Fashion Strategy | London Metropolitan University

Kotabe, M., & Helsen, K. (2024). Global Marketing Management. This book provides a comprehensive overview of international marketing strategies, including digital transformation, sustainability, and emerging market dynamics. 

Cavusgil, S. T., Knight, G., & Riesenberger, J. R. (2023). International Business: The New Realities. This publication explores global trade policies, international expansion strategies, and the impact of geopolitical shifts on marketing and management. 

Hollensen, S. (2024). Global Marketing: A Decision-Oriented Approach. This book examines international market entry strategies, branding in global contexts, and the role of digital marketing in cross-border commerce. 

McKinsey & Company (2025). The Future of Global Business Strategy. This report analyzes trends in international business management, including supply chain resilience, AI-driven marketing, and evolving consumer behaviours. 
- Journal of International Marketing (2023–2025). Various articles covering global branding, cross-cultural consumer behaviour, and international market segmentation. 

McKinsey & Business of Fashion (2025). The State of Fashion 2025: Challenges at Every Turn. This report explores economic uncertainty, shifting consumer behaviour, and the rise of digital commerce in the fashion industry. It highlights regional disparities, inflationary pressures, and emerging growth markets.

Global Fashion Agenda (2023). The GFA Monitor 2023. This publication examines sustainability transitions in fashion, regulatory shifts, and the impact of ESG requirements on global fashion brands. It discusses the EU’s Corporate Sustainability Reporting Directive (CSRD) and Corporate Sustainability Due Diligence Directive (CSDDD).

Kennedy, R. (2024). How the Fashion Industry is Adapting to a New Economic Reality. This article analyses the industry's response to economic volatility, trade shifts, and evolving consumer priorities. It highlights the growing importance of strategic localization, supply chain agility, and technological innovation.