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Nowadays many Chinese fashion enterprises choose to take the path of brand internationalization to survive in the fierce global competition.This paper intends to introduce Crossover—a kind of internationalization strategy,which does add value through the creation of a strong brand and leverage an enterprise’s reputation,whether national or international.With a case study made with the Havaianas’flip-flops,this paper focuses on understanding four factors,product design,target strata,sales area,and communication channels,along with Havaianas’s internationalization process that made Havaianas one of the biggest Brazilian icons all over the world.By providing implications for internationalization strategy of China’s fashion brand in four aspects to conclude the key elements of a successful Crossover Strategy.
Nowadays many Chinese fashion enterprises choose to take the path of brand internationalization to survive in the fierce global competition.This paper intends to introduce Crossover-a kind of internationalization strategy, which does add value through the creation of a strong brand and leverage an enterprise’s reputation , whether national or international. With a case study made with the Havaianas’ flip-flops, this paper focuses on understanding four factors, product design, target strata, sales area, and communication channels, along with Havaianas’s internationalization process that made Havaianas one of the biggest Brazilian icons all over the world. By providing implications for internationalization strategy of China’s fashion brand in four aspects to conclude the key elements of a successful Crossover Strategy.