Which marketing principles will Eve Fashion Group need to utilise prior to making the decision to do business in the UK and why?

Which marketing principles will Eve Fashion Group need to utilise prior to making the decision to do business in the UK and why?

Some background reading:

Chinese brands coming to and then leaving the British high street

The Chinese Brand Bosideng opened its first UK store in July 2012. Please read this article: https://www.theguardian.com/business/2012/jul/27/chinese-brands-uk-high- street

However, in February 2017 it closed its UK store citing ‘uncertain future concerning Brexit as a cause’. Source: https://fashionunited.uk/news/retail/bosideng-to-exit-uk- market-close-london-store/2017021423537

Eve Fashion Group is a successful brand in China that has announced it intends to enter the UK market.

Also read:

http://m.chinadaily.com.cn/en/2015-05/08/content_20654345.htm

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