New strategies in international business
Radical transformations are under way in retail. In a world facing a succession of major economic, social, and environmental crises, as well as protest movements and a constant technological revolution, our scope of analysis should be broadened to help brands and entrepreneurs develop their business and help students orient their research.
Taking these changes into consideration with a close look at developments in China, the authors of this work offer tools for proper reflection, both for jobs in fashion and in other markets.
This publication is not exhaustive, but it aims to highlight today’s events in a dynamic, forward-looking way so that the reader can make informed decisions giving them the keys to prepare their sales development well and make it a real success, based on the following three subjects:
- What is fundamental in merchandising and distribution
- What is shaking up all organizations today
- What we should be foreseeing in coming months


ABOUT THE AUTHORS

Caroline HUANG, a former student of La Fabrique and SupdePub, passionate about fashion/design and digital, has succeeded in combining these two worlds in BtoB or BtoC retail experiences as well as in the design of showrooms/shops, their e-commerce extensions and marketing communication, while managing to express her dual French and Chinese culture.

Alexandre BAQUET, expert in merchandising and international sales techniques. After 20 years in a major beauty group, with sales, marketing, financial and merchandising responsibilities worldwide, he created ABRA RETAIL, his own merchandising solutions consultancy, and shares his expertise in companies and specialised schools.