The internationalization trajectory of Bossini : a fashion retailing enterprise from Hong Kong

H.L. Chan, Tsan Ming Choi, K.Y. Man

Research output: Chapter in book / Conference proceedingChapter in an edited book (as author)Academic research


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.
Original languageEnglish
Title of host publicationFashion brand internationalization : opportunities and challenges
PublisherPalgrave Macmillan
Number of pages26
ISBN (Print)1137523379, 9781137523365, 9781137523372
Publication statusPublished - 2016


  • International fashion brand
  • Fashion retailing
  • Casual-wear brand
  • Hong Kong fashion brand
  • Internationalization
  • Proximity theory

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