Abstract
East Coast Lifestyle (ECL), a regional apparel company in Canada, has developed rapidly in recent years, with more than 500,000 products having been sold out and getting the recognition as well as promotion of high-profile celebrities, though some relevant issues are inevitable. In order to keep the substantial growth of this brand, the company tended to expand its market in various territories such as America and Australia (Pancer, Ferguson and Pooley, 2017). The business expansion option for East Coast Lifestyle, given the environment of globalization it is a beneficial strategy to ensure sustainable development in the long run, as it owns large potential market, strong brand culture, various distribution channels, etc. However, weaknesses and issues both internal and external such as organizational structure, relying heavily on retail partnerships, trademark issue, high import taxes should not be ignored.
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