2.2 Method of Market Entry

The expansion into the UK market will be most beneficial with a collaboration with MatchesFashion, a large luxury retailer in the market that places an emphasis on ethical fashion (MatchesFashion, n.d.). This will introduce and establish MOZH MOZH within the UK luxury market for a competitive advantage. The method of market entry will be a pop-up installation in the flagship location at 5 Carlos Place, in London. In addition, MOZH MOZH will be launched through internet sales on the MatchesFashion website after the pop-up store has debuted. MOZH MOZH has minimal international experience in the UK luxury market and limited financial resources as a small, sustainable brand. Thus, it is suggested that a lower controlled entry mode will be advantageous, further explaining why a pop-up installation will be the first method of entry in this collaboration (Lu, Karpova and Fiore, 2011). With a lower controlled entry mode, MOZH MOZH will also be allowed to use their brand identity to design the interior space (See Figure 2.5), using MatchesFashion’s expertise in nature-inspired décor for a luxury shopping space (See Appendix 6).

MOZH MOZH entering the market through a shoppable exhibition, will also be valuable for MatchesFashion, as they have a unique retail concept in their flagship store. A unique retail concept is defined as retail brand image, retail facilities, and services offered, which provides a competitive advantage and leverage for international market growth (Park and Sternquist, 2008). MatchesFashion offers limited edition events and brand takeovers at the Marylebone location, which drives traffic from all different kinds of consumers (See Appendix 5). Developing this new brand concept with MOZH MOZH with maintain their uniqueness in their offerings (Park and Sternquist, 2008).