Background
Internationalization is a rapidly increasing trend of firms and markets in today’s business
environment where fashion companies have evolved to be one of the most successful and
dynamic international retailers. Though a majority of SMEs in the retail fashion industry have
the potential to become international, many never do due to a number of barriers. When
making decisions regarding international strategies, it is important for companies to analyze
and understand the foreign market to determine if there is an opportunity for success on the
market. However, many SMEs fail to do a thorough market analysis prior to
internationalizing and never reach their full potential on the market.
Purpose
The purpose of this thesis is, through a market analysis, to determine if Sweden is a suitable
market for a Canadian SME in the men’s retail fashion industry.
Method
A qualitative study was carried out to help determine the purpose of the paper where data was
collected through a single case study of the company Phresh Image. Primary research was
conducted through interviews with the CEO of Phresh Image as well as focus group meetings
to collect data regarding the company and the potential customers. The interviews were
structured after the theoretical framework and included participants described by Phresh’s
target group. Secondary data was collected regarding Sweden and the Swedish retail industry
and used to compare the domestic market to the foreign market.
Conclusion
By answering the research questions, the thesis found that Sweden is a suitable market for a
Canadian SME in the men’s retail fashion industry. Branding, quality design were among the
most influential characteristics for Swedish consumers and retail companies in the fashion
industry must take these into consideration when internationalizing to Sweden. Canada’s and
Sweden’s economic, political and cultural environments proved to be rat...
