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
