Ecommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetch
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | http://hdl.handle.net/10438/15954 |
Resumo: | As stated by Hoffmann and Coste-Manière (2012) 'The web is a mass medium that contrast completely with the traditional codes of exclusivity associated with the luxury industry, and has long been simply rejected by the luxury industry for being an illegitimate distribution channel.' Meanwhile this market presents an incomparable pace of growth and is gradually changing the existing retailing business model and companies must be aware of this change and capable to adapt to it. The internet and cross-border sales already changed the competition throughout retailing and it will increase even more, so companies must be ready to face it. Internet has shown its great opportunity for all markets, although luxury/premium market is not yet taking the proper advantage of its potential, but the necessity to be an omnichannel business strategy is growing. This paper presents an exploratory research based on a case study of how premium fashion Brazilian brands are using Farfetch, e-commerce, as an entry market strategy and how this affects them. The research question of this study is: How is Farfetch helping on the internationalization of Brazilian premium fashion brands?, and in order to answer it was conducted an in-depth interview with the Brazilian head of business development of Farfetch, apart an extensive secondary data research. As expected the study found a list of trade-offs of using an e-commerce, luxury specialized, with a marketplace approach to the brands willing to internationalize. As stated by Altagamma and McKinsey (2015) study '[...] luxury brands have no choice but to embrace the digital era and become truly omnichannel. This will require them a radical rethinking of both their customer experience of their consumer engagement strategy.' Looking either from the Farfetch point of view, trying to understand why they offer this opportunity to the brands, or also from the brand side if this is a manageable approach. This study presents a contribution for both sides, trying to give tools to the brands on understanding the internationalization reasons and approach, as well as explaining Farfetch business model, and the advantages it can bring to them, at the same time of a general market trend analysis for Farfecth. |
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Rosa, Renata Ferreira daEscolas::EAESPRosenthal, BenjaminPrado, Karen Perrota Lopes de AlmeidaPereira, Luís Henrique2016-03-16T12:25:34Z2016-03-16T12:25:34Z2016-02-22ROSA, Renata Ferreira da. Ecommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetch: : . Dissertação (Mestrado Profissional em Gestão Internacional) - Escola de Administração de Empresas de São Paulo, FGV - Fundação Getúlio Vargas, São Paulo, 2016.http://hdl.handle.net/10438/15954As stated by Hoffmann and Coste-Manière (2012) 'The web is a mass medium that contrast completely with the traditional codes of exclusivity associated with the luxury industry, and has long been simply rejected by the luxury industry for being an illegitimate distribution channel.' Meanwhile this market presents an incomparable pace of growth and is gradually changing the existing retailing business model and companies must be aware of this change and capable to adapt to it. The internet and cross-border sales already changed the competition throughout retailing and it will increase even more, so companies must be ready to face it. Internet has shown its great opportunity for all markets, although luxury/premium market is not yet taking the proper advantage of its potential, but the necessity to be an omnichannel business strategy is growing. This paper presents an exploratory research based on a case study of how premium fashion Brazilian brands are using Farfetch, e-commerce, as an entry market strategy and how this affects them. The research question of this study is: How is Farfetch helping on the internationalization of Brazilian premium fashion brands?, and in order to answer it was conducted an in-depth interview with the Brazilian head of business development of Farfetch, apart an extensive secondary data research. As expected the study found a list of trade-offs of using an e-commerce, luxury specialized, with a marketplace approach to the brands willing to internationalize. As stated by Altagamma and McKinsey (2015) study '[...] luxury brands have no choice but to embrace the digital era and become truly omnichannel. This will require them a radical rethinking of both their customer experience of their consumer engagement strategy.' Looking either from the Farfetch point of view, trying to understand why they offer this opportunity to the brands, or also from the brand side if this is a manageable approach. This study presents a contribution for both sides, trying to give tools to the brands on understanding the internationalization reasons and approach, as well as explaining Farfetch business model, and the advantages it can bring to them, at the same time of a general market trend analysis for Farfecth.Hoffmann e Coste-Manière (2012) afirmaram em seu estudo que 'A web e um meio de massa e contrasta completamente com os códigos tradicionais de exclusividade associados a ndústria de luxo, e por isso foi por muito tempo simplesmente rejeitada pelo mercado de luxo por não ser um canal de distribuição legitimo.' Enquanto isso o mercado apresenta um ritmo de crescimento incomparável e gradualmente esta mudando o modelo de negócios existente para o varejo, portanto as empresas precisam estar consciente das mudanças e serem capazes de se adaptarem a elas. A internet e as vendas além-fronteiras já alteraram as formas de competição no varejo e vão aumentar ainda mais e as empresas têm de estar preparadas para enfrentar isso. Internet já mostrou a sua ótima oportunidade para todos os mercados, no entanto os mercados de luxo/premium ainda não estão tirando o total proveito do seu potencial, mas a necessidade de adotar uma estratégia de negocio omnichannel esta crescendo e se mostra fundamental. Esse trabalho apresenta um estudo exploratório baseado em estudo de caso de como as marcas de moda premium brasileiras estão usando a Farfetch, e-commerce, como uma estratégia de entrada de mercado e como isso as afeta. A questão de pesquisa desse estudo é: Como a Farfetch esta ajudando no processo de internacionalização das marcas de moda premium brasileiras?, e para responder essa pergunta foi conduzida uma entrevista em profundidade com a responsável por desenvolvimento de novos negócios da Farfetch, alem de uma extensa pesquisa de dados secundários Conforme esperado, o estudo encontrou uma lista de trade-offs de usar e-commerce, mesmo especializado em luxo, mas com uma estratégia de marketplace, como estratégia de internacionalização para as marcas que assim o desejam. Conforme o estudo da Altagamma e McKinsey (2015) '[…] marcas de luxo não tem mais escolha senão abraçar a era digital e se tornar um verdadeiro canal omnichannel. Isso vai exigir uma atenção redobrada tanto na experiencia do consumidor como na estratégia de engajamento do consumidor.' Com um olhar tanto da perspectiva da Farfetch, tentando entender o porquê oferece essa oportunidade para as marcas, como das próprias marcas para entender se essa e uma abordagem viável. O estudo apresenta contribuições para os dois lados, oferecendo ferramentas para as marcas analisarem as razões e melhor abordagem para internacionalização, assim como a explicação do modelo de negócios da Farfetch, e as vantagens que ele pode trazer, assim como uma analise geral do marcado com suas tendências para a FarfetchengE-commerceE-shopperInternetTechnologyLuxury marketPremium brandsEntry market strategyInternationalizationTecnologiaInternacionalizaçãoMercado de luxoMarcas premiumEstratégias de entrada no mercadoCiência políticaObjetos de luxo - ComercializaçãoComércio varejistaCentros comerciaisMarketingEcommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetchinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessORIGINALRenata Rosa - 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|
dc.title.eng.fl_str_mv |
Ecommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetch |
title |
Ecommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetch |
spellingShingle |
Ecommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetch Rosa, Renata Ferreira da E-commerce E-shopper Internet Technology Luxury market Premium brands Entry market strategy Internationalization Tecnologia Internacionalização Mercado de luxo Marcas premium Estratégias de entrada no mercado Ciência política Objetos de luxo - Comercialização Comércio varejista Centros comerciais Marketing |
title_short |
Ecommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetch |
title_full |
Ecommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetch |
title_fullStr |
Ecommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetch |
title_full_unstemmed |
Ecommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetch |
title_sort |
Ecommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetch |
author |
Rosa, Renata Ferreira da |
author_facet |
Rosa, Renata Ferreira da |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EAESP |
dc.contributor.member.none.fl_str_mv |
Rosenthal, Benjamin Prado, Karen Perrota Lopes de Almeida |
dc.contributor.author.fl_str_mv |
Rosa, Renata Ferreira da |
dc.contributor.advisor1.fl_str_mv |
Pereira, Luís Henrique |
contributor_str_mv |
Pereira, Luís Henrique |
dc.subject.eng.fl_str_mv |
E-commerce E-shopper Internet Technology Luxury market Premium brands Entry market strategy Internationalization |
topic |
E-commerce E-shopper Internet Technology Luxury market Premium brands Entry market strategy Internationalization Tecnologia Internacionalização Mercado de luxo Marcas premium Estratégias de entrada no mercado Ciência política Objetos de luxo - Comercialização Comércio varejista Centros comerciais Marketing |
dc.subject.por.fl_str_mv |
Tecnologia Internacionalização Mercado de luxo Marcas premium Estratégias de entrada no mercado |
dc.subject.area.por.fl_str_mv |
Ciência política |
dc.subject.bibliodata.por.fl_str_mv |
Objetos de luxo - Comercialização Comércio varejista Centros comerciais Marketing |
description |
As stated by Hoffmann and Coste-Manière (2012) 'The web is a mass medium that contrast completely with the traditional codes of exclusivity associated with the luxury industry, and has long been simply rejected by the luxury industry for being an illegitimate distribution channel.' Meanwhile this market presents an incomparable pace of growth and is gradually changing the existing retailing business model and companies must be aware of this change and capable to adapt to it. The internet and cross-border sales already changed the competition throughout retailing and it will increase even more, so companies must be ready to face it. Internet has shown its great opportunity for all markets, although luxury/premium market is not yet taking the proper advantage of its potential, but the necessity to be an omnichannel business strategy is growing. This paper presents an exploratory research based on a case study of how premium fashion Brazilian brands are using Farfetch, e-commerce, as an entry market strategy and how this affects them. The research question of this study is: How is Farfetch helping on the internationalization of Brazilian premium fashion brands?, and in order to answer it was conducted an in-depth interview with the Brazilian head of business development of Farfetch, apart an extensive secondary data research. As expected the study found a list of trade-offs of using an e-commerce, luxury specialized, with a marketplace approach to the brands willing to internationalize. As stated by Altagamma and McKinsey (2015) study '[...] luxury brands have no choice but to embrace the digital era and become truly omnichannel. This will require them a radical rethinking of both their customer experience of their consumer engagement strategy.' Looking either from the Farfetch point of view, trying to understand why they offer this opportunity to the brands, or also from the brand side if this is a manageable approach. This study presents a contribution for both sides, trying to give tools to the brands on understanding the internationalization reasons and approach, as well as explaining Farfetch business model, and the advantages it can bring to them, at the same time of a general market trend analysis for Farfecth. |
publishDate |
2016 |
dc.date.accessioned.fl_str_mv |
2016-03-16T12:25:34Z |
dc.date.available.fl_str_mv |
2016-03-16T12:25:34Z |
dc.date.issued.fl_str_mv |
2016-02-22 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
ROSA, Renata Ferreira da. Ecommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetch: : . Dissertação (Mestrado Profissional em Gestão Internacional) - Escola de Administração de Empresas de São Paulo, FGV - Fundação Getúlio Vargas, São Paulo, 2016. |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10438/15954 |
identifier_str_mv |
ROSA, Renata Ferreira da. Ecommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetch: : . Dissertação (Mestrado Profissional em Gestão Internacional) - Escola de Administração de Empresas de São Paulo, FGV - Fundação Getúlio Vargas, São Paulo, 2016. |
url |
http://hdl.handle.net/10438/15954 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional do FGV (FGV Repositório Digital) instname:Fundação Getulio Vargas (FGV) instacron:FGV |
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Fundação Getulio Vargas (FGV) |
instacron_str |
FGV |
institution |
FGV |
reponame_str |
Repositório Institucional do FGV (FGV Repositório Digital) |
collection |
Repositório Institucional do FGV (FGV Repositório Digital) |
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repository.mail.fl_str_mv |
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