摘要： Operating a fashion franchise network in emerging markets comes along with great geographical distances. Besides, operating a franchise network includes the management of different approaches as the franchisor; franchisee and franchise store managers take major positions in the operational executions, but all at different levels. A franchisor sets the strategic planning, whilst the franchisee maintains a tactical approach and the franchise store managers perform solely at operational level whilst at this place the strategic, tactical and operational planning must come together. In order to ensure the accomplishment and maintenance of an ultimate brand image and experience, the franchisor establishes brand standards. This article investigates how international fashion companies can implement and assure brand standards and qualities among their franchise networks in emerging markets. Qualitative research conducted by the authors has given an insight into the general motives for fashion companies franchising their businesses in emerging markets and the implementation of brand standards, assuring quality and control, and challenges in operating franchise stores.
