La franquicia como estrategia de internacionalización de empresas del sector de la moda

Abstract

The franchise is a business model that facilitates the growth of a company with the possibility of replicating and multiplying a successful concept, even positioning itself at international level through the capital of others. Although it is widely known and used in the food sector, this instrument can be implemented by entrepreneurs because being an entrepreneur is not just about creating a new business, it is also possible to undertake through the acquisition of a franchise in different market segments. Therefore, the objective of this research is to identify the use of this tool in the fashion sector, analyzing successful international cases such as Mango and Zara, but also Colombian companies such as Totto, FDS, Lili Pink, among others that are positioned Internationally with the franchise model and, national companies such as Santorini and T-Shirt Lab that today use franchises as an expansion strategy. This way you can determine the characteristics of the companies and strategies that can be implemented by companies that are interested in applying this business model with uniformity. This research is descriptive and as the main result is identified that indeed the franchise begins to be used by different companies in the fashion sector in Colombia and therefore, it is determined that it is a business model that contributes to the propagation of skills and entrepreneurial skills for those who are looking for the expansion of their business with a brand duly protected and registered in each country.