Strong ties exist between Puerto Rico and (Pearl Nunez, 2024) its Caribbean Sea neighbors. However, Puerto Rico must obtain authorization from US authorities (Puerto Rico: Trade profile, 2024) before entering into any new inter-relationship or trade agreements. Puerto Rico is the first location in the U.S. to get a waiver from the Department of Transportation, enabling it to transport people and goods internationally. Furthermore, Puerto Rico is an important gateway for flights connecting (Logistics, 2024) the Americas with Europe and the Middle East. Puerto Rico shows its geographical interdependence with other countries and regions by playing a major part in the larger network of trade and travel. The target market for the bomba skirt includes individuals with Puerto Rican heritage and those interested in exploring Puerto Rican culture. The demand for bomba skirts, rooted in Puerto Rico’s African and Indigenous heritage, is growing due to increasing interest in ethnic fashion, (Ensign, 2020) particularly among those seeking ancestral connections. This garment reflects African and Taíno influences that appeal to Puerto Ricans and broader markets interested in ethnic and sustainable fashion.
Cultural norms and events influence consumption patterns, which generate demand for products like traditional clothing during festivities. The bomba skirt is often worn during cultural celebrations such as festivals, weddings, and heritage events, where vibrant attire holds cultural significance. Even though Western fashion has a big influence on Puerto Rican fashion, items like the bomba skirt are still crucial for maintaining cultural identity, (Cassar, 2024), especially during celebrations and performances. A joint venture will be used to distribute the bomba skirt internationally. It is where a partnership between two businesses from different countries creates a new entity. This strategy helps to understand foreign markets (Sternquist, 1998) and gain insights into local markets and cultures while working directly with a local partner. Puerto Rico has struggled with its supply chains after the 2017 hurricanes. Transporting products has been slow and complicated because ports and storage spaces often get overwhelmed as so much relies on shipping by sea. Truck drivers and storage facilities are limited, (Resnick et al., 2020) which affects the timely distribution of bomba skirts. However, by working with distributors and manufacturers to ensure timely distribution and effective production, (Suazo, 2024) a joint venture could help improve the supply chain while lowering costs and increasing product availability. The joint venture will enhance the distribution and consumption of the bomba skirt, ensuring its global reach while preserving its cultural significance.
