Abstract:
"This study investigates a developing nation with a unique cultural and economic landscape. By examining the experiences of various global brands operating in Sri Lanka, such as Nike, Levi’s, Hugo Boss, Mango, and Adidas, the research aims to understand why some brands thrive while others exit the market.
The study highlights the importance of understanding the brand perception existing in the market, aligning brand offerings with local consumer preferences, implementing effective management strategies, and developing targeted marketing campaigns. Additionally, it identifies the challenges posed by Sri Lanka's economic conditions, including low disposable income, high operating costs and lack of brand awareness within the market.
Through empirical research the study provides a comprehensive analysis of the key factors affecting the success of international fashion brands in Sri Lanka from customers perspectives and offers strategic recommendations for brands considering entering this market. The findings are intended to guide international brands and local brand representatives in navigating the complexities of the Sri Lankan fashion retail market, ultimately enhancing their chances of achieving sustained success.
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