Which marketing principles will Eve Fashion Group need to utilise prior to making the decision to do business in the UK and why?




Some background reading:

Chinese brands coming to and then leaving the British high street

The Chinese Brand Bosideng opened its first UK store in July 2012. Please read this article: https://www.theguardian.com/business/2012/jul/27/chinese-brands-uk-high- street

However, in February 2017 it closed its UK store citing ‘uncertain future concerning Brexit as a cause’. Source: https://fashionunited.uk/news/retail/bosideng-to-exit-uk- market-close-london-store/2017021423537

Eve Fashion Group is a successful brand in China that has announced it intends to enter the UK market.

Also read:

http://m.chinadaily.com.cn/en/2015-05/08/content_20654345.htm