Expansion Strategies of AJE Clothing Brand in International Market

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Global Business Environment 1
The purpose of the paper is to enlighten the reader with the details about the expansion
strategies implemented by the clothing brand AJE. The brand is a local clothing brand present in
Australia that has successfully targeted the Australian market and is now focusing on exploring
the international options for the production of their designs in the market. However, it should be
noted that the expansion strategies comes with several risks factors for the organization that they
need to consider while implementing growth objectives. Further, the below mentioned essay
explains the need of research of the international market along with the elaboration of risks
associated with not performing the expansion activities in the market and lastly illustration of the
plan of research on the issues.
The management team of the company AJE has thoroughly analysed the Australian
market in which the company is working and the international market of fashion industry with an
objective to grow. After analysing the market, it was evaluated that international textile market is
highly competitive and the organization need to find a suitable large scale organization that can
help them to attain their desired position in the market (Hair Jr, Wolfinbarger, Money, Samouel,
& Page, 2015). The Men’s fashion industry is progressively growing and diversifying its scope
due to which the company AJE would require assistance from other international organization to
help them produce their brand in the market. The company analysed that the market of India is
progressively growing in term of volume and fashion sense as well. Due to which, the
management identified India as the best option for the organization to expand its international
boundaries in the fashion textile industry. The company Levi’s is an international brand that has
strong reputation in India as well (Meyer, & Peng, 2016).
This organization looks favourable for AJE to expand their men’s shirt segment in the
international market. Levi’s brand is believed to mainly focus on the jeans segment, so this type
of strategic alliance will help both the organizations to expand their scope of business and
capture the international environment by eliminating the level of competition. The company
Levi’s has strong brand reputation in the market that will provide assistance to AJE to
successfully implement their sales in the international market. Whereas on the other hand, the
company AJE has unique and innovative ideas for the production of men’s shirt in the market
that will subsequently help Levi’s India to increase their sales by focusing on shirt segment of
their product line (Bell, Bryman, & Harley, 2018).