Internationalization of portuguese luxury firms to emerging markets

: Loja das Meias and Fátima Lopes case study

Abstract

In a fast evolving luxury industry, brands strive to grow and seek news ways to reach success. This thesis focuses on the internationalization of Portuguese luxury firms to emerging markets. Internationalization comes has a significant response to the fast-passing luxury industry, which alongside with limited room to evolve in the Portuguese luxury market, has driven national firms to widen their boarders and expand to international audiences. As emerging markets are increasingly showing their potential as target destinations for luxury firms, Portuguese companies rely specially on their relations with the Angolan community to grow abroad. The objective of this thesis is to understand the actual trend of internationalization amongst luxury companies, and if the internationalization to emerging markets defines the future of the industry. This study is supported by the cases of two national references in the luxury Fashion industry: retailer Loja das Meias and single-brand Fátima Lopes. To address this research, and following analysis of the relevant literature on the topic, two interviews were conducted to support the findings. Conclusions on the managerial implications of the internationalization process in the firm were then taken. To do so, an analysis of these firms’ core capabilities was conducted and potential competitive advantages and fit between the firm’s strategy and the market’s potential identified. This research supports three major recommendations on an internationalization process to Angola: 1) Find a local business partner, 2) Learn to adapt to the market and consumers and 3) Acknowledge the potential of the country and benefit from it.

Date of Award	2012
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Céline Abecassis-Moedas (Supervisor)