The country-of-origin effect and the international expansion of Spanish fashion companies, 1975–2015

Abstract

This article deals with the influence of the country brand in the fashion industries. It explains how some Spanish fashion companies have achieved a prominent position in the international market without the support of a positive ‘country-of-origin effect’ and why their success has not generated a reinforcement of the image of Spain in the fashion market. The paper examines the evolution of the image of Spain and the Spanish fashion abroad, and the internationalisation of the main Spanish fashion companies, highlighting the keys of the limited influence of the country brand in the success of these companies.

Keywords:

• Country of origin
• Spanish fashion
• fashion retailing
• international markets
• corporate strategy
• Inditex
• Mango

Notes

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57. Annual reports of Mango.

58. Ibid.

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63. Caraballo, ‘Zara: Imagen de marca,’ 380–383.