To be global is to be local. The reverse is also true; a localized business is a global one. Our interconnected world signals a mass adoption of popular trends, and in turn, this illicit strong opposition from consumers – a growing desire to stand out as a unique individual. In the words of Tadashi Yanai – chairman, president, and chief executive of Fast Retailing, parent company of Uniqlo – “In order to do business anywhere, we need to have a firm grasp of what it means to be global and what it means to be local”.
Tailoring to Local Communities
Localization within the retail space aims to express global trends in adaptable fashion familiar to the community. Bringing in local experts and talents is essential for your business if you hope to walk and talk as the locals do. Businesses and consumers alike are constantly working on becoming or staying relevant. To achieve successful localization, work in conjunction with the culture you’re aiming to grow into.
Windows into a Different World
The efforts and investments you make toward localization shows consumers that you care about creating a brand that enables them to live their best lives. Taking strides to embrace and support diversity reflects the truth of the cultural melting pot you operate in. Each design, ad, and campaign you create becomes a window from one culture into another. Overnight, these windows will allow your customers to adopt styles that feel fresh, modern, and made just for them.
There is no longer room for single-minded strategies of standardization, especially for a growing company looking to succeed in international markets. Creating a universal experience in your designs and your stores may have worked well once upon a time. It’s no longer the case, but complete localization is not the solution either. Strike the right balance that not only reap the benefits of localization, but protects the standardization that nurtures your brand equity and economies of scale.
In becoming a fashion trendsetter, you now have a goal to bring a “shirt” to market, strategically localized a dozen different ways.
Curious about about fashion localization, or the services CSOFT can offer?
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Author: Kai Chao, Marketing Associate, San Francisco