International marketing represents a key stage in the business world when companies, having reached their limits on the domestic market, are looking for new opportunities for growth and expansion. When a company chooses a market in which it wants to compete, an in-depth analysis of the foreign market environment follows to prevent potential problems affecting the marketing environment. The marketing environment consists of various entities and factors that influence the decisions and activities of companies in the field of marketing. The in-depth analysis that the company should conduct includes understanding the way of doing business, economic factors, level of competition, socio-cultural factors, legal regulations, and other factors. Only a detailed analysis can provide the company with the necessary knowledge to successfully integrate in the international market. The analysis of the international market can be carried out with regard to the internal environment and the external environment. This comprehensive approach enables the company to better understand the environment in which it will operate and to make informed decisions. Information about the characteristics of the environment, thorough knowledge of the market, market segmentation and the creation of an appropriate business and marketing strategy are important for determining the appropriate strategy for the company. In this paper, the analysis of the marketing environment of the Croatian market is carried out on the example of the famous brand Pierre Cardin, and it is investigated how this fashion brand adapts to the specifics of the Croatian market, investigating the external and internal factors that shape its strategy and operations in Croatia. Empirical research is based on the use of secondary data and the creation of a SWOT analysis and an analysis of the external environment of the Croatian market. The key results of the empirical research indicate high competition and the challenges of Pierre Cardin's dependence on licensees, and indicate potential strengths such as global brand recognition, diverse products and the growth of e-commerce that shape Pierre Cardin's business on the Croatian market.