Análise comparativa de estratégias de marketing para internacionalização das empresas Shein e Farfetch

Abstract

This study aims to analyze, through a comparative technique, the international marketing strategies adopted by the apparel companies Farfetch and Shein. International marketing strategies are crucial for companies seeking to expand their operations beyond national borders. Farfetch is a luxury fashion e-commerce platform, while Shein is a rapidly growing online fashion company known for its offering of affordable and fast-trending fashion products. This study explores the approaches taken by both companies through a qualitative approach using secondary data and literature review. The comparative analysis seeks to identify the most effective marketing strategies for each company in their respective markets and understand how they achieve success in different contexts. Through this analysis, valuable insights are expected to be gained into the current landscape of international marketing and foreign trade in the retail sector, providing relevant references and insights for other companies looking to develop successful international marketing strategies.