Developing a conceptual brand feasibility framework for a retail group in South Africa
de Wet, Stefanie
The internationalisation of retail firms has become a global phenomenon as retailers around the world expand their operations beyond national borders. Despite the increasing prevalence of research on international retailing, no literature exists to explore the perspective of a clothing retailer looking to partner with an international fashion brand. The research project proposes a conceptual brand feasibility framework for a South African retailer. A qualitative, single case study approach is adopted drawing on interviews with subject matter experts, as well as a review of the literature and direct observation. The proposed framework identifies partner selection exhibiting both strategic and opportunistic approaches, pipeline management, brand execution and performance management as the key components. The framework may be useful to base future quantitative studies upon, which may result in noteworthy findings.