Naslov
Fashion franchises- review of Croatia and North Macedonia

Autori
Erceg, Aleksandar ; Boškovska, Vera ; Kukec, Ljiljana

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of ICONBEST 2022 - Innovative trends in international business and sustainable management / Milenkovski, Ace - : University of Tourism and Management in Skopje, 2022, 254-279

Skup
ICONBEST 2022 - Innovative trends in international business and sustainable management

Mjesto i datum
Skopje, Sjeverna Makedonija, 14.11.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
fashion industry, franchising, Croatia, North Macedonia, similarities, differences

Sažetak
Franchising is one of the most used strategies and/or modes for growing and expanding business as franchisors and starting new ventures as franchisees from the other side. Franchising is used for growing and expanding business not only in domestic but also in the international market. It can be seen in many industrial sectors, production companies, and service-providing companies. In the fashion and retail sectors, franchising is deeply embedded and represents one of the most obvious answers and one of the best strategies for expansion. Over the last several years, we have witnessed the expansion of different fashion brands in the region through franchising, especially their international expansion. Thus, we have investigated the situation in the fashion industry, especially the brands that use franchising as their primary growth strategy. The paper's primary goal is to analyze fashion franchising as a potential growth model for domestic fashion companies. Paper analyses and presents results of franchising in the world fashion industry and examines the situation in Croatia and North Macedonia. As a research result, it is seen that fashion franchising is mainly presented through international companies and that there are only rare examples of domestic fashion companies that franchise.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA