The Internationalization Trajectory of Bossini: A Fashion Retailing Enterprise from Hong Kong

Abstract

Established in 1987 and originating from Hong Kong, Bossini has established itself as a famous casual-wear international fashion retail brand. Based on information and financial data publicly available in Bossini’s annual reports from 2000/2001 to 2013/2014, this chapter investigates the internationalization trajectory of Bossini. By exploring both operational and marketing models, we examine how Bossini has successfully emerged as an international fashion retailing group. We also discuss how Bossini survives and excels under conditions of market disruption, and statistically evaluate the operational performance of Bossini in its four core markets: Hong Kong, China, Taiwan and Singapore. The chapter concludes by analyzing the critical success factors for Bossini.