‘Surfing on the wave of Digitalisation’ - Digital technology facilitating an SME’s internationalisation process in the Fashion Industry - A single case study of Trendy AB -

Abstract: Prior research has emphasised the importance of SMEs ability to compete on an international market alongside the retail giants currently dominating the fashion industry on a global level. Moreover, the entrance of digital technology has profoundly changed several aspects in various industries, including the fashion industry. Nevertheless, few studies have researched the link between implemented digital technology and how it may facilitate the internationalisation process for SMEs. To address the existing gap in theory, the authors have conducted a single case study of Trendy AB, an SME in the fashion industry, including 9 interviews with managers in possess of relevant knowledge of Trendy AB’s international activities, resulting in three findings. Firstly, the findings conclude the level of implemented digital technology in each step of the supply chain of a fashion SME, where the highest level of digital technology implemented can be found in the supply chain step referred to as Sales and Marketing. Secondly, the findings imply that the digital technology implemented in the supply chain of Trendy AB facilitate the internationalisation process. The third finding relates to that an SME can achieve internationalisation as an effect of implementing digital tools and digital marketing channels, despite not actively seeking to achieve internationalisation.