What is Market Seeking

In the fashion sector, the distribution functions and management of the processes involved in the network of stores have acquired a central role. This points to the potential rise of retailing competences, also among traditional manufacturing companies, as a factor of competitive advantage. The chapter outlines the characteristics of the “industrial retailer,” namely a retailer that integrates industrial capabilities, whose role is relevant in the configuration of supply networks, being operators that act globally with market and resource seeking strategies. The chapter sheds light on the phenomenon of stores openings, by providing an empirical investigation in two steps: the first has the aim of describing the extent and scope of the phenomenon; the second includes a case study of an Italian fashion firms with typical characteristics of the industrial retailer. The chapter highlights the impact on sourcing strategies and relevance of stores openings for the international expansion of brand-based companies.