Lion of Porches : Portugal is going abroad development strategy of a fashion business

• Autor(a) principal: Velhinho, Ana Rita Henriques
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/21880
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The thesis here presented, in the form of a case study, has as a purpose explaining the growth path of the Portuguese clothing brand Lion of Porches through its strategic development options. The case study can be used as a teaching tool, as it provides students with a base to apply the strategic frameworks taught in class. Lion of Porches is a brand owned by company “Têxteis Cães de Pedra”, which initially was a knitted clothing producer, that specializes in the distribution of clothing articles for men, women and children in the Portuguese market and other locations across the world using a franchising strategy. In its growth strategy, the brand takes different strategic decisions as to improve its business focus, concentrating its efforts only in distribution and outsourcing support activities; and increasing its market coverage, either by expanding its segment reach or, as mentioned, its retail presence. With this development, alteration to the way the brand business was conduct had to be made in order to support its strategic intentions; this view provides the reader with a chance to understand the resources that allow a company in the fashion industry to conduct its business. The topics here mentioned, based on a real life example, revolve around the different types of business strategies used by the brand, the importance of its resources to give it a sustainable competitive advantage and the reasons that lead it to choose the franchise model as an entry model for internationalization.