Expanding to the EU Markets: Internationalisation Plan for the Fashion Brand NUBU

This thesis researches the reasons and possibilities of how a Hungarian fashion brand can open up its operations towards the European Union’s markets. The EU is a constantly growing market, with a lot of potential possibilities for fashion brands, sustainable companies and technological improvements. Relevant and valid literature and sources are used during the writing process as secondary data, to ensure the highest quality of information outcomes of the qualitative research. A theoretical framework is first conducted, which analyses the different methods, strategies and ways for a company to go international. With the help of the framework, the EU as a target market is deeply researched, analysed and evaluated. Lastly, all the gathered information and research is conducted into a personalised internationalisation plan for the commissioning company, NUBU. A 1-year plan is created in addition, so that the company will be able to keep its timelines and goals for the next year. As end results of the thesis, it is clear that the European Union is a safe and beneficial target market for the fashion company’s expansion. The safest and most efficient way for NUBU to start its internationalisation process is via its e-commerce site and with direct export, shipping the goods directly to the end-customers. The company should keep its marketing, pricing and product operations as they are, as they have worked the best for the brand. The results of the thesis will be used for the commissioning company’s internationalisation process. The research and results can also work as a guideline and framework for other companies who wish to open up to the global markets