| Summary: | Parfois is a Portuguese multinational company in the fashion accessories industry counting with twenty years of history. The brand is present in 50 countries and exhibits in 2014 more than 500 stores all over the world, in both developed and emerging markets. Parfois has revolutionized the fashion accessories market in Portugal by providing trendy and fashion accessories affordable to everyone. It presents a wide portfolio of product segments and has been focusing in the fast fashion concept to better and quicker respond to customer’s needs. The company is faced with a saturation of the Portuguese market, where it considers, at this time, there is limited room to grow. As so, it is interested in reinforcing its position in other key markets where it is already present. The company is particularly interested in strengthening its presence and consolidating its brand in the Spanish market. The case study develops an overview of the company, the fashion accessories retail industry and consumer trends, as well as a summary of Parfois’ internationalization process. This master thesis aims to study the conditions of the industry and to what extent there are opportunities to grow and consolidate the brand position in Spain.
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