International expansion of fast and luxury fashion brands in the Central Europe: The case of Zara and Prada

This bachelor thesis attempts to study international expansion in the fashion world by the example of two major brands: Zara as a fast fashion brand and Prada as a luxury fashion brand. The author conducted a detailed analysis of the international expansion of these brands and answered the questions of whether the success of the strategy depends on the chosen method of entering the market and how the strategy affects the buyer. Moreover, an assessment of the implemented expansions to Central Europe was carried out. The methods preferred were the use of both qualitative and quantitative research methods. For qualitative data sources, existing literature reviews, official reports of companies, as well as annual financial indicators were used. A questionnaire was conducted for quantitative analysis. The thesis suggests that when internalizing fashion brands, it is necessary to carefully approach the choice of the method of entering the market depending on the goals of the strategy and shows differences in the perception of brands by buyers depending on the price category.