A comparative case study on the investigation of internationalization processes of multi-channel and e-retailers in the apparel industry

With this study, it was aimed both making contribute to the literature and to guiding companies which want to expand into foreign markets in the garment sector by exploring the strategies of these retailers' (a multi-channel apparel retailer and an apparel retailer which provides services only via e-commerce) on the expansion to foreign markets, the management and success of their operations in the foreign market. The study is a qualitative research and holistic multiple case study pattern has been adopted. The companies that will participate in the study have been determined by criterion sampling considering the website traffics. Research data was obtained through document review and semi-structured interview and interview form approach with 5 participant representing the retailers participating in the research. The companies were examined in terms of motivations underlying internationalization processes, foreign market selection and critical success factors of the foreign market operations. The strategies in the internationalization process were analyzed with the content analysis method within the framework of the themes created and by comparing the obtained results, the factors and differences that affect this process were determined.