Internationalisation in the Fashion Industry Context
The use of the British image (25%) Develop a critical analysis providing the reader with the reasoning for:
• Whether the brand uses the Britishness in the chosen international market properly? Why? If not, how could it be improved? Why? (10%)
• Whether the use of Britishness has helped the brand entering and developing this market. Why? (10%)
• Whether Brexit affects the use of the British image in this country? How and why? (5%)
