Marketing communications in the internationalisation of UK fashion brands Available to Purchase

Fashion marketing communications in the UK domestic arena has for the most part relied upon a combination of public relations, press office activity and a widespread presence, or distribution strategy. However, as the UK becomes saturated and government legislation precludes the further development of out‐of‐town shopping centres the fashion retail brands have looked towards continental Europe for expansion opportunities. Paris is often the first stop in the internationalisation process eastwards nevertheless despite its close proximity geographically the creation of brand awareness among French consumers is not an easy task.