International Entrepreneurship

Introduction

This task focuses at key aspects needed for GreenThread Apparel to expand across the international markets, emphasizing mainly on eco-friendly clothes. The importance is handling the difficulties of global relations positively. The objectives include looking at worldwide ideas, impact of culture on buying behaviours in the context of apparel industry. The tasks includes ways to be safe for the environment, an analysis of industry trends. This will help the company to grow effectively in the global markets Kaaretsalo (2023), showing how sustainability links with culture and makes businesses successful worldwide.

Main Analysis

International Concepts and Issues

Studies show that different perspectives held by consumers about sustainability can cause problems (Jung et al., 2020; Hofmann et al., 2022). These issues are affected by key differences in culture and choice. The circular fashion model, given by RBV is an important in this context. It is helpful in achieving a long-term support and maintain a firm position in the future. The study by Mukendi et al. (2020) show that more and more people around the world are concerned about eco-friendly materials when they decide to buy any item, which pose a significant issue for GreenThread in its target market. The analysis includes multiple worldwide views, giving a clear understanding of the basic problems and chances within the green clothing business.

Cultural Considerations

Sustainable Fashion Perceptions:

Understanding about different views on environmentally friendly clothes is highly important. In places that really care about the environment, it might be needed to show GreenThread's commitment to being green and change how they tell people about their product (Kaaretsalo, 2023).

Aesthetic Preferences and Design Adaptation:

It is essential to adapt practices so they fit with different standards that come from diverse cultural choices. Updating clothing design and styles for different consumer preferences makes them more accepted in the market. This helps consumers to align with several fashion environments easily (Kim and Oh, 2020).

Communication Styles and Brand Messaging:

Making brand messages fit with small cultural details ensures businesses to grow faster in the new market. GreenThread can make positive relations with people from other countries and strengthen its brand by showing respect for different cultures in ads and promotion projects (Hofmann et al., 2022).

Data Presentation

In order to understand the consumers’ view of the targeted US market, a short-survey is conducted by developing a survey questionnaire (See Appendix A). In order to present the statistical data, pie charts and bar graphs are used that are generated using SPSS software.

The gender distribution chart (Figure 1) shows a predominance of females (63.3%) as compared to males (36.7%). Most of the respondents found as females, showing a potential target market focus.

The age chart (Figure 2) reveals a key representation of participants aged 18-24 (46.7%), trailed by below 18 (26.7%). The data comprises primarily younger people, with limited graphical representation in other categories.

The factors impacting sustainable fashion choices differ among participants. According to the above chart (Figure 3), Material sourcing (26.7%) and influencer endorsements (36.7%) are substantial, though recycling initiatives (6.7%), and price competitiveness (13.3%), and brand reputation (16.7%) also lead to buying decision-making.

Shopping preferences also differ, with 43.3% preferring in-store purchases and 26.7% going for online shopping (Figure 4). Social media recommendations (10%) and influencer suggestions (20%) also serve roles in the purchase process, showing diverse consumer behaviours.

Consumer preferences in clothing brand selection differ. As seen in Figure 5, Style (30%) and Convenience (30%) are equally substantial, alongside sustainability practices (16.7%). Celebrity endorsements (13.3%) and Brand reputation (10%) also serve key roles, indicating diverse impacts on brand selection.

Consumers show uncertainty regarding the sustainability of sustainable fashion, alognside 60% being not sure (Figure 6). Among them, 16.7% take it as a passing trend and long-term industry principle. Moreover only 6.7% noted it as a short-term trend.

Consumers take fashion inspiration via different channels. As noted in Figure 7, suggestions from relatives (36.7%) and Social media (26.7%) are famous, while fashion blogs and online websites (10%) as well as window shopping (26.7%) too contribute towards seeking new fashion ideas.

Analysis and Interpretation

The statistical findings suggest that consumers prefer sustainable choices while making their purchases. Moreover, their cultural background makes a key difference in choosing eco-friendly fashion. Many people still like going to stores for their shopping. The importance of convenience, design, and ethical material used in the clothing while choosing a brand shows that consumers prefer to be fashionable yet ethical in the meantime. People are concerned about how long sustainable fashion will last. This matches what experts like Kim and Oh (2020) found out too. It shows GreenThread need to keep working on sustainability over time. Researchers like Jung et al. (2020) and Fung et al. (2021) have shown how important digital platforms are for discovering new ideas in fashion. These experts show that online sources and social bonds play a major role in guiding what customers buy.

Implications for Global Expansion Strategies

This shows it is crucial to work with key people and make sure Greenshare use environmentally-friendly material sources. It is important to include both ethical practices and fashion in product offers. Since digital platforms have a major effect, it is highly significant to be strong with your online presence (Guo et al., 2020). Consumers are concerned about sustainability, which helps in planning strategies so the brand can maintain a strong position in the market (Sailer et al., 2022).

Limitations and Challenges

Possible problems could come from people understanding sustainability in different ways and having trouble matching a brand's principles with many cultural rules. Working challenges like com plicated global supply chain patterns and sticking to the rules can cause problems (Mukendi et al., 2020). To handle these possible limits, it is essential to keep checking and make adaptations as required.

Conclusion

It is concluded that the information from consumer surveys gives important advice for GreenThread's growth all over the international markets. Important findings are understanding sustainable demands, and focus on convenience and ease. For a successful international project, it is vital to overcome potential issues and align ways of performing business activities in line with ongoing sustainable fashion trends.

References

Kaaretsalo, A. (2023). Navigating the German Sustainable Fashion Market: A Case Study of IVALO. COM’s Market Entry Strategy.

Hofmann, K. H., Jacob, A., and Pizzingrilli, M. (2022). Overcoming growth challenges of sustainable ventures in the fashion industry: a multinational exploration. Sustainability, 14(16), 10275. https://doi.org/10.3390/su141610275

Jung, J., Kim, S. J., and Kim, K. H. (2020). Sustainable marketing activities of traditional fashion market and brand loyalty. Journal of Business Research, 120, 294-301. https://doi.org/10.1016/j.jbusres.2020.04.019

Mukendi, A., Davies, I., Glozer, S., and McDonagh, P. (2020). Sustainable fashion: current and future research directions. European Journal of Marketing, 54(11), 2873-2909. https://doi.org/10.1108/EJM-02-2019-0132

Kim, Y., and Oh, K. W. (2020). Which consumer associations can build a sustainable fashion brand image? Evidence from fast fashion brands. Sustainability, 12(5), 1703. https://doi.org/10.3390/su12051703

Fung, Y. N., Chan, H. L., Choi, T. M., and Liu, R. (2021). Sustainable product development processes in fashion: Supply chains structures and classifications. International Journal of Production Economics, 231, 107911. https://doi.org/10.1016/j.ijpe.2020.107911

Guo, S., Choi, T. M., and Shen, B. (2020). Green product development under competition: A study of the fashion apparel industry. European Journal of Operational Research, 280(2), 523-538. https://doi.org/10.1016/j.ejor.2019.07.050

Sailer, A., Wilfing, H., and Straus, E. (2022). Greenwashing and bluewashing in black Friday-related sustainable fashion marketing on Instagram. Sustainability, 14(3), 1494. https://doi.org/10.3390/su14031494

Appendix A: Survey Questionnaire (Task 2)

Demographic Information:

a. Gender

• Male

• Female

• Prefer not to say

b. Age

• Below 18

• 18-24

• 25-34

• 35-44

• 45 or above

Questions:

1. What factors impact your decision to select a sustainable fashion choice?

• Influencer endorsements

• Material sourcing

• Recycling initiatives

• Fair trade practices

• Brand reputation

• Price competitiveness

2. How do you choose to find and buy clothing?

• Online shopping

• In-store shopping

• Influencer suggestion

• Social media recommendations

3. What impacts your selection of apparel brands the most?

• Convenience (availability and location)

• Style and design

• Brand reputation

• Price

• Celebrity endorsements

• Sustainability practices

4. Do you believe sustainable or ethical fashion is a temporary trend, or do you think it will turn out to be a long-term industry principle?

• Passing trend

• Short-term trend

• Long-term principle

• Not sure

5. Which stores or platforms do you use usually for finding new fashion ideas?

• Online websites and fashion blogs

• Social media (Facebook, Instagram)

• Suggestions from family or friends

• Window shopping and In-store displays

Task 4 – Briefing Paper

Background

The clothing business has seen a major change towards being more eco-friendly, driven by people becoming more aware and caring about the environment (Dicuonzo et al., 2020). Businesses like GreenThread join with worldwide trends that focus on ethical ways and using green materials. The world market is changing and it shows that we need eco-friendly clothes more. The creation of rules that support buying items ethically and circular fashion ideas shows a bigger commitment to proper actions.

Introduction

This task is about GreenThread Apparel's idea for growing into world markets. It concentrates especially on the Born Global Model. In this task, the analysis looks at important factors of market research. It also discusses choosing an option to enter and ways for adjusting. The report focuses over areas like complying with the law, managing risks and making plans for unexpected events. GreenThread attempts to change the fashion world by encouraging sustainable and lasting style. It shows its aim for a successful international business effort among the foreign markets.

Analysis

Global Entrepreneurial Strategy

Strategy Selection

GreenThread Apparel has selected the Born Global Model on purpose to enter and grow in markets all around the world. This plan is about getting involved in global markets right from when the company starts. The Born Global Model supports GreenThread's new and eco-friendly nature. This allows the brand to quickly share its green products globally with ease.

Rationale

GreenThread focuses on new ideas and keeping activities going in a friendly way to nature. GreenThread, as a company that cares about the environment, starts with a global-level vision. The company attempts to use new ways for eco-friendly fashion worldwide because more and more people need it nowadays. With this method, the brand can reach many people around the world who shop online (Dicuonzo et al., 2020). It does not have any restrictions because of distances or places in different markets. The Born Model helps to make GreenThread a front-runner in the global eco-friendly clothing business. This matches with their goals and what consumers prefer nowadays (Miotto and Youn, 2020).

Steps for International Entrepreneurship

Market Research and Analysis

Performing a comprehensive analysis of markets is highly important in order to operate in the targeted market. This helps make informed choices and penetrate into that market systematically (Testa et al., 2021). GreenThread Apparel can explore different stores, understand what customers like and recognize any challenges or potential opportunities. GreenThread will use a systematic plan to gather and study information about the markets they want worldwide. Performing basic research using ways like surveys and chat groups can give us direct information about what people like, their buying habits, and cultural differences.

Moreover, using extra information from trustworthy sources like business reports and government papers will give a whole view of markets and the way they are moving and the way competitors operate in the market (Salem and Alanadoly, 2021). Using big data tools will help the company understand and make sense of the information acquired (Brydges et al., 2020). This ensures a full understanding of how various parts of the world market work together. Embracing this research plan would let GreenThread make its services favourable for certain areas. This will boost the chances of success for selling well in other countries.

Market Selection and Entry

GreenThread Apparel will use tactics like matching with culture, concern for the environment and cost-effectiveness to choose markets other than its targeted market. At first, the focus is on cities and big places of the US market. Most importantly, these are spots where people care more about sustainability for a better future. GreenThread chose export as its choice for market entry, which lets them slowly grow in the market with less risks tied to early financial spending (Jacobson and Harrison, 2022). This matches the company's Born Global Model, which uses online shopping to efficiently connect with different people in the foreign market.

Product or Service Adaptation

GreenThread's plan for the worldwide market is about making eco-friendly clothes that fit with many kinds of culture and laws. The company will add cultural elements into its design, making sure they match what people like in that market. GreenThread will use strong actions to follow different laws by going after green certifications and standards (Miotto and Youn, 2020). This plan not only makes it easy for GreenThread to let people from different cultures use their products, but also makes sure everyone follows rules that protect the environment (Testa et al., 2021). This lets them easily sell their things in many places around world.

Marketing and Promotion

GreenThread will use a big marketing plan to reach people all over the world. More people will understand about the brand by working together with influential partners and taking part in efforts to protect the environment (Salem and Alanadoly, 2021). The company will use social media for special campaigns with strong words and the well-known symbol. A planned use will include the involvement of influencers, aiming to encourage honesty and self-assurance. GreenThread's digital marketing plan is not just about selling clothes. It aims to encourage people globally to live sustainably and build a powerful connection with those who care about environment worldwide.

Supply Chain and Distribution

GreenThread wants to make an improved world supply chain by using effective logistics and ethical transport system. Working with local groups will make it easier to respond fast. Using environment friendly ways is needed for transport goods in an ethical way. This plan matches the company's aim to lessen its effect on the environment everywhere in the global supply chain (Testa et al., 2021).

Legal and Regulatory Compliance

GreenThread gives top priority to following world laws, rules and trade deals. This is done to make sure they stay legal and honest in their work. Lawyers will always watch and match a company's actions with world standards. This makes people trust more, lowers legal risks tied to growth around the globe. Following the General Data Protection Regulation (GDPR) is highly important for businesses that work in or want to sell product to people. This prevents them from facing issues regarding the law and helps keep their customers' trust strong (Jacobson and Harrison, 2022).

Risk Management and Contingency Planning

To handle global development, GreenThread's plan for dealing with risks includes using different suppliers to avoid supply chain problems. They also check markets carefully and use financial assets that can guard against economic uncertainties (Thorisdottir and Johannsdottir, 2020). Contingency plans include changing supply chains, quickly adjusting marketing methods and strong connection with people involved to handle unexpected problems. GreenThread promises that by reducing risks like changes in currency value, conflicts between countries and differences of culture it can handle challenges from international market changes (Brydges et al., 2020).

Conclusion

GreenThread's plan to grow all around the world uses a Born Global Model. It emphasizes on eco-friendly fashion and making sure it fits in with other cultures well. They attempts to carefully study US markets, plan how best to enter into the market follow their rules. The company's commitment to green methods and sustainable practices seems to become a leading brand name in ethical fashion. This helps start global moves towards sustainability in the international market.

Recommendations

To perform effectively in the international markets, GreenThread needs to focus on forming strong partnerships (Claxton and Kent, 2020). They should also formulate efficient marketing strategies and make their products accessible in the market so that local consumer’s base can be increased. Moreover, in order to stay competitive in the eco-friendly clothing market, the company needs smart risk control and regular checks on its market (Gazzola et al., 2020).

References

Dicuonzo, G., Galeone, G., Ranaldo, S., and Turco, M. (2020). The key drivers of born-sustainable businesses: evidence from the Italian fashion industry. Sustainability, 12(24), 10237. https://doi.org/10.3390/su122410237

Miotto, G., and Youn, S. (2020). The impact of fast fashion retailers' sustainable collections on corporate legitimacy: Examining the mediating role of altruistic attributions. Journal of Consumer Behaviour, 19(6), 618-631. https://doi.org/10.1002/cb.1852

Brydges, T., Retamal, M., and Hanlon, M. (2020). Will COVID-19 support the transition to a more sustainable fashion industry?. Sustainability: Science, Practice and Policy, 16(1), 298-308. https://doi.org/10.1080/15487733.2020.1829848

Claxton, S., and Kent, A. (2020). The management of sustainable fashion design strategies: An analysis of the designer’s role. Journal of Cleaner Production, 268, 122112. https://doi.org/10.1016/j.jclepro.2020.122112

Gazzola, P., Pavione, E., Pezzetti, R., and Grechi, D. (2020). Trends in the fashion industry. The perception of sustainability and circular economy: A gender/generation quantitative approach. Sustainability, 12(7), 2809. https://doi.org/10.3390/su12072809

Important Notes:

This task focuses on key aspects needed for GreenThread Apparel to expand across the international markets, emphasising mainly on eco-friendly clothes. It also includes ways to be safe for the environment, an analysis of industry trends that help the company to grow effectively in the global markets.

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