Stella Jean is a brand that emerged in Milan, Italy, in the year 2012. The brand focuses on bridging the different cultures with ethnic-inspired fashion designs. The majority of the emerging fashion brands are faced with challenges like the rapid change in consumer’s fashion interests, competition from established brands, and economic factors (Almila; Haug and Busch). Despite the unique style of merging traditional and modern prints Stella Jean design, distribution and access to the wider market proved to be a stumbling block due to the intense competition in the fashion industry. The industry is also flooded with designers ...
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