By Island Pacific in collaboration with Charlotte Kula-Przezwanski
Is it possible to create a truly successful international and multi-channel brand?
On the face of it, it is easy to understand why any retailers might succumb to the lure of becoming a global brand. There have been plenty of examples of brands, from Victoria Secrets, Michael Kors, Zara, ASOS, Burberry, H&M to Ted Baker to Hermes, that have succeeded in going global. Naturally, the thinking goes that any successful retail name should easily be able to reap the rewards offered by international expansion.