How can the Portuguese luxury made-to-measure menswear brand Labrador internationalize using premium and luxury fashion e-retailers?

Abstract

Labrador is a Portuguese luxury made-to-measure menswear brand that sells classic and casualwear for men. The market for formal attire has recently decreased and Labrador has felt the repercussions. This project aims to explore approaches for Labrador to increase its penetration in the market and internationalize. The strategy is based on selling formalwear through fashion e-retailers. To decide on the international target, the best go-to market to implement the strategy and full-price e-retailers to follow, a narrowing down process was developed. We recommend Labrador to focus onphase1,managers/executives, e-retailers The Rake and/or Baltzar, and make Paris its priority