Inteoduction and eeseral factu and fieves fastion and accessorics brandh, chose Paris to open its nunber 1,000 utnee, focated at bs f ot de Aivoliciose to the Louve and the kiver seine. leasie wareholder, contacted with tanhion accessores concests than did not evist in Partugul at the time. This perception led the entrepereur to creste a brand thut presertad an innovalive olfer to Portupuese women in 1904, Parfons "is born trom the desie to democratiae accen ta fachion for all wument". With its feadquarters recently moved frim Gondoinar to Vis Neva de Goa both in the decret at Portn. Pyefois atsumes the devisn for all the piecest in the cullection which are erratud in in indications they recehe. The emire peoduction cycle is corerolled by interral inaw o the dhoce of rad materids, the place where they are purchased and the strict oullity control at Aisan tacarie: Legistics and distribution are of enarmous importance in this thusiness. The image and eacks of all stores are manazed centralhy, trom Rortucal. Parois tumover reached 6350M and in 2019 a exceded 6a00M, continuing the double dight. powth that it had been recoeding condistentif elnce 2010, untill the ourthrak of the pandems in already in full recoverv. In the first few vears of actividy. the comparty remained in its country af wipin, fion tew Ferar 2009 omeards it becan to internationalite. having adopted a businens model that allowed if to be koom alteady in full fhetonery B the fine few years of activity, the company remained in its eoumtry of beipin. Fiort the yex 2000 omwards it begin 10 infechationalibe, havine adopted a busilees madel that alowed a ta be inouth interrational commercial network is mainly made up of franchined stores. which fas nade it potsible to overcome bureaserafic and iecal restrictism in the markits and to underieand more quichly the betanior of local comimers. Vietnam the sace of stare openings wendawide mas more than 100 a yegr in the yens befone tar arrixal of Covid 19. In 2022. the Partnis plans to open 7 S new seaces and commidate the buigere. in markiess wach a Saudi Arabis. Switzertard. Movico and hrael. director of Parfois, Mor a Portupuese company to be surretshil in international markates it is important to test the concept that it intends to take abroat and emare that it has a inent of qualire equivalent to the competitors it ail face there. as well an farest a robsest hulance theal. which rat only alowes for the necesiary irvevtoret in an initial wage but ano ta withotand the anticuries ant wethacks that will certain-y hapon". Amsd at "confident, indecendent and modem" women customers. more than 30% of tis tankicm most important, followed try Frante and ltahy. Layt decade Parfuit has exponded and earpirmented the torahds introduced sover and steel piocter, al miser clothing collewion ant entered the home textles sewnent. the tatte with caitsomisation outions and only available orline. 1.200 are in Portugek, and of these. 350 are ansociatng wita the are in of logstick and trim-iocr. Portuguese Parions. Loikitics and Detribution Since it foundine in 1954 , Parton kas never stopped inweting to fionor its Whisur, "To be the feril fawhion accectaries biand whereser FABCOS deciden to bperate". in 2017, the investinent mase toy the convany amounted to 20 millon eares, which =set exciting stores. incteare locitict capacity in the divireution center and build new hradeurnt and affices. Therefore, the operational center of the fathion and acctasoriet nencite wat miscubud tranGondomar to Gaia. in December 2020. in the micht ef the nandernic. Maxion imvested a mifison masen in the over moce than Re countries. This new separation wrotem aims to strenquhen the distribefion and suppin network of ;raducta trefalied in an ares of 4,000 square metern and in oceration since fugnt 2000 , the sthen capsciny of 21.500 unlisw tour. capachy of 21 didin unththoce that it espects to have in the comine rean*" Digitalstrates areas of geatest potertial got Dieval strateix. areas of present potertial growth and, theredore, one of its priatitiet. the exeming of th amnichannet strated to a preaser number of osilin markets. Alan patform Timall Glutal, the best knower in Chica. watches. scarves and other accessories. customers can use the plation to conmit the tatmt catalogs and create a fist of fovoribe product: the acablem. The wasager will be responikie for the afrar of information sechesines and dora Parfois twid a corpocate event than betught totether 14 Pertutuese Soanint and froms befuenceri, on the banki of the Douru River for a frejconsection with maturt: with the inthts. with others and with the brand. Atter a two-hoor joceney, trom Ponts aiport to Quirta dost Much to the sound of sores purposely selected to create tarmony with the Dowio fiver, the pazts abe welcomed ty the hosts of the farm with lerronade orangrade and truits of the seacan iocaly jursduced. the various moments ureated to make the experience unforgetable. theie arere monerts of day, at Cais do Pinhaso, a rabelo boat thoats once uned to tranport port wine trom the vinenartel decerated with items from the new fome collection Parfols wat waling for the guent to bid favewel to the Doure fover and to the event. Anat that's how the revion with the trane tax ylyci and memories awe builh. Alone with the focis on digital, 2022 maks the bunch of a new generation of physlcal stores, = a renewed image. Wider ares and minulst aesthetics. This new eonstept for its thiten wan fagsip store of the Portuguese brand, in what is its main fortica nurket. at this Portuguese company continue io be writhes erery tay PARFOIS QUESTIONS FOR DISCUSSION 1. What is the international expansion model adoeted by Partohs? What other models do yoe know? 2. Identify advantares ef Parfois intemational expansion model over other altumives. 3. Comment on the statement mase by the makaging director of Parfoh in ehe seventh paragraph. What kind of analriajasseinent shoula be done before an intemationalization process? 4. Explore the Marketing-Mix adopted by Parfsic, mentioning pencautions to be takn in the process of intemational expansion. Inteoduction and eeseral factu and fieves fastion and accessorics brandh, chose Paris to open its nunber 1,000 utnee, focated at bs f ot de Aivoliciose to the Louve and the kiver seine. leasie wareholder, contacted with tanhion accessores concests than did not evist in Partugul at the time. This perception led the entrepereur to creste a brand thut presertad an innovalive olfer to Portupuese women in 1904, Parfons "is born trom the desie to democratiae accen ta fachion for all wument". With its feadquarters recently moved frim Gondoinar to Vis Neva de Goa both in the decret at Portn. Pyefois atsumes the devisn for all the piecest in the cullection which are erratud in in indications they recehe. The emire peoduction cycle is corerolled by interral inaw o the dhoce of rad materids, the place where they are purchased and the strict oullity control at Aisan tacarie: Legistics and distribution are of enarmous importance in this thusiness. The image and eacks of all stores are manazed centralhy, trom Rortucal. Parois tumover reached 6350M and in 2019 a exceded 6a00M, continuing the double dight. powth that it had been recoeding condistentif elnce 2010, untill the ourthrak of the pandems in already in full recoverv. In the first few vears of actividy. the comparty remained in its country af wipin, fion tew Ferar 2009 omeards it becan to internationalite. having adopted a businens model that allowed if to be koom alteady in full fhetonery B the fine few years of activity, the company remained in its eoumtry of beipin. Fiort the yex 2000 omwards it begin 10 infechationalibe, havine adopted a busilees madel that alowed a ta be inouth interrational commercial network is mainly made up of franchined stores. which fas nade it potsible to overcome bureaserafic and iecal restrictism in the markits and to underieand more quichly the betanior of local comimers. Vietnam the sace of stare openings wendawide mas more than 100 a yegr in the yens befone tar arrixal of Covid 19. In 2022. the Partnis plans to open 7 S new seaces and commidate the buigere. in markiess wach a Saudi Arabis. Switzertard. Movico and hrael. director of Parfois, Mor a Portupuese company to be surretshil in international markates it is important to test the concept that it intends to take abroat and emare that it has a inent of qualire equivalent to the competitors it ail face there. as well an farest a robsest hulance theal. which rat only alowes for the necesiary irvevtoret in an initial wage but ano ta withotand the anticuries ant wethacks that will certain-y hapon". Amsd at "confident, indecendent and modem" women customers. more than 30% of tis tankicm most important, followed try Frante and ltahy. Layt decade Parfuit has exponded and earpirmented the torahds introduced sover and steel piocter, al miser clothing collewion ant entered the home textles sewnent. the tatte with caitsomisation outions and only available orline. 1.200 are in Portugek, and of these. 350 are ansociatng wita the are in of logstick and trim-iocr. Portuguese Parions. Loikitics and Detribution Since it foundine in 1954 , Parton kas never stopped inweting to fionor its Whisur, "To be the feril fawhion accectaries biand whereser FABCOS deciden to bperate". in 2017, the investinent mase toy the convany amounted to 20 millon eares, which =set exciting stores. incteare locitict capacity in the divireution center and build new hradeurnt and affices. Therefore, the operational center of the fathion and acctasoriet nencite wat miscubud tranGondomar to Gaia. in December 2020. in the micht ef the nandernic. Maxion imvested a mifison masen in the over moce than Re countries. This new separation wrotem aims to strenquhen the distribefion and suppin network of ;raducta trefalied in an ares of 4,000 square metern and in oceration since fugnt 2000 , the sthen capsciny of 21.500 unlisw tour. capachy of 21 didin unththoce that it espects to have in the comine rean*" Digitalstrates areas of geatest potertial got Dieval strateix. areas of present potertial growth and, theredore, one of its priatitiet. the exeming of th amnichannet strated to a preaser number of osilin markets. Alan patform Timall Glutal, the best knower in Chica. watches. scarves and other accessories. customers can use the plation to conmit the tatmt catalogs and create a fist of fovoribe product: the acablem. The wasager will be responikie for the afrar of information sechesines and dora Parfois twid a corpocate event than betught totether 14 Pertutuese Soanint and froms befuenceri, on the banki of the Douru River for a frejconsection with maturt: with the inthts. with others and with the brand. Atter a two-hoor joceney, trom Ponts aiport to Quirta dost Much to the sound of sores purposely selected to create tarmony with the Dowio fiver, the pazts abe welcomed ty the hosts of the farm with lerronade orangrade and truits of the seacan iocaly jursduced. the various moments ureated to make the experience unforgetable. theie arere monerts of day, at Cais do Pinhaso, a rabelo boat thoats once uned to tranport port wine trom the vinenartel decerated with items from the new fome collection Parfols wat waling for the guent to bid favewel to the Doure fover and to the event. Anat that's how the revion with the trane tax ylyci and memories awe builh. Alone with the focis on digital, 2022 maks the bunch of a new generation of physlcal stores, = a renewed image. Wider ares and minulst aesthetics. This new eonstept for its thiten wan fagsip store of the Portuguese brand, in what is its main fortica nurket. at this Portuguese company continue io be writhes erery tay PARFOIS QUESTIONS FOR DISCUSSION 1. What is the international expansion model adoeted by Partohs? What other models do yoe know? 2. Identify advantares ef Parfois intemational expansion model over other altumives. 3. Comment on the statement mase by the makaging director of Parfoh in ehe seventh paragraph. What kind of analriajasseinent shoula be done before an intemationalization process? 4. Explore the Marketing-Mix adopted by Parfsic, mentioning pencautions to be takn in the process of intemational expansion