Strategic analysis for the internationalization of the Brazilian brand Lina Dellic

• Ano de defesa: 2018
• Autor(a) principal: Bereta, Gabriela Bianchim
• Orientador(a): Sarfati, Gilberto
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: eng
• Palavras-chave em Português: Internacionalização; Estratégia; Moda; Comércio
• Palavras-chave em Inglês: Internationalization; Strategy; Fashion; Trade
• Link de acesso: http://hdl.handle.net/10438/20343

This paper presents a case study which demonstrates the rapid growth of a small Brazilian fashion company called Lina Dellic. Engagement and care in the production chain and with partners, the production of high quality and resilient garments, using a timeless design and a restricted neutral color palette (black, gray, and white) align the concept. The concept of the brand was developed through an analysis of European and North American market tendencies by its founder, Gabriela Bianchim Bereta, in loco. With the results in terms of the excelent reception of its products, it was possible to glimpse the ideas behind the launch of the company, as occurs with other successful Brazilian companies, at fairs taken place in Brazil. This success allowed the development of an international strategy that resulted in the option of the American market, specifically New York. Finally, the question was that, if the company had gained local market acceptance, knows how the international market works, and has a management with holistic vision and a good business plan, why not internationalize the brand? In conclusion, throughout the trajectory of the work, and considering the study of market, and marketing and finance planning, insertion of the brand into the New York market was seen as appropriate.