Strategic Brand Management of International Fashion Retailers in South Asia

In today's high street fashion competition fashion retailers are adopting strategies to compete and survive in order to capture and maintain market share. Being a seasonal and highly volatile market the fashion market is always vulnerable to the concept of ‘fading-out’. Everyday a new design, style, fad or fashion develops and becomes hype hence fading out the previous fashion. The retailers that keep up the pace of this fast development and creativity manage to survive, while those left behind, become extinct. This paper examines the brand management strategies particularly among South Asian countries how does have an indelible marks in fashion retailers, would devote a panoramic view in the international market. From the process of internationalisation, to devising brand strategies, to taking the right decisions of brand management, all of the issues are equally important and carry immense importance. Although there are many dimensions of brand management, but only three major themes are highlighted in this paper, which prove vital for the success of fashion retail brand in this region.