#emerging-markets

#emerging-markets

Emerging markets are increasingly important for multinational companies (MNCs), but entering these markets can be a difficult and costly experience. As interest in emerging markets grows, so too has research into their unique challenges and opportunities. A critical, yet overlooked, problem is that companies often take an overly optimistic view of how quickly success can be achieved in these complex, unfamiliar environments-a phenomenon we call the temporal optimism trap.

The industry is witnessing a major redistribution of influence. At the centre of this change is the BRICS+ Fashion Summit, a major international event that brings together leading voices from 65 countries to focus on decentralization and the rise of regional markets. Moscow hosts the Summit once again from August 28 to 30, offering a crucial platform to address the pressing challenges and opportunities facing fashion business.