Enabling Finnish fashion SMEs in Japan : the solo entrepreneur’s bridging role and business model strategies
Laatikainen, Satomi (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202504166686
https://urn.fi/URN:NBN:fi:amk-202504166686
Tiivistelmä
This thesis study has investigated how a solo entrepreneur, acting as an export intermediary, can navigate Finnish fashion SMEs’ entry into Japan. The research objectives were: to identifying challenges and opportunities for a solo entrepreneur supporting Finnish fashion SME’s international expansion; assessing critical factors and barriers that influence a solo entrepreneur’s effort when acting for Finnish fashion SMEs benefit and finally analyzing suitable business models and strategies a solo entrepreneur can apply in their work.
The research had begun by examining Finnish Fashion Industry overview which is known for its unique innovative design and high quality. Yet, limited by capital, small domestic market size, and the challenges of international brand visibility. These constraints underline the needs for external specializing support in entering Japanese market. Japanese consumer’s preferences in fashion are product oriented such as high quality, sense of novelty, and high price consciousness. They favor premium and luxury items with strong brands and accessible prices. At the same time, the industry focuses on bringing new trends with lifestyle-driven apparel brands in sustainable manner, such as timeless and seasonless designs, as well as implementing new strategies in production, and sale distribution.
However, despite there being no tariff in the trade agreement, the export process is complex due to Japan requiring a rigidly detailed regulatory environment. Additionally, cultural factors, such as language, trust, and long-term business relations, are considered challenging without having specialized market knowledge by using export intermediaries during export. Acting as an export intermediary, a solo entrepreneur can bridge gaps by providing tailored services with suitable strategies for Finnish SMEs, negotiating partnerships, and offering market knowledge to mitigate differences in language, culture, and business protocols.
From a theorical standpoint, internationalization models emphasize networking and market knowledge as the results of learning accumulated from international expansion. This is important for a solo entrepreneur who acts as an intermediary between Finnish fashion SMEs and Japanese partners. In practice, suitable business models — reselling, consignment, and partnerships — have been developed and adapted to meet the resource limits and market demands.
The research had begun by examining Finnish Fashion Industry overview which is known for its unique innovative design and high quality. Yet, limited by capital, small domestic market size, and the challenges of international brand visibility. These constraints underline the needs for external specializing support in entering Japanese market. Japanese consumer’s preferences in fashion are product oriented such as high quality, sense of novelty, and high price consciousness. They favor premium and luxury items with strong brands and accessible prices. At the same time, the industry focuses on bringing new trends with lifestyle-driven apparel brands in sustainable manner, such as timeless and seasonless designs, as well as implementing new strategies in production, and sale distribution.
However, despite there being no tariff in the trade agreement, the export process is complex due to Japan requiring a rigidly detailed regulatory environment. Additionally, cultural factors, such as language, trust, and long-term business relations, are considered challenging without having specialized market knowledge by using export intermediaries during export. Acting as an export intermediary, a solo entrepreneur can bridge gaps by providing tailored services with suitable strategies for Finnish SMEs, negotiating partnerships, and offering market knowledge to mitigate differences in language, culture, and business protocols.
From a theorical standpoint, internationalization models emphasize networking and market knowledge as the results of learning accumulated from international expansion. This is important for a solo entrepreneur who acts as an intermediary between Finnish fashion SMEs and Japanese partners. In practice, suitable business models — reselling, consignment, and partnerships — have been developed and adapted to meet the resource limits and market demands.