Fashion companies are increasingly viewing localisation not as a nice-to-have but as a must-have. A recent study outlines how brands adapt digital platforms and communication to fit local cultures, different seasons and what customers expect across diverse markets.
- The findings reveal localisation's role in being more inclusive, protecting their reputation, and keeping their brand consistent while remaining sensitive to local preferences, making it essential for fashion's move online.
- Brands are integrating local payment options, multilingual content, and localised influencer content to increase customer interest and local appeal across diverse online markets.
- Seasonal calendars and cultural festivals are sharping campaign timing and product highlights, aligning promotions with how people shop differently in each region.
- Inclusive measures include expanded size ranges, improved fit guidance, and region-specific assortments to match local body types and style preferences.
- The study ‘Strategic localisation practices and glocalisation dynamics’, by Alice Noris, Nadzeya Sabatini and Lorenzo Cantoni, appeared in Humanities and Social Sciences Communications om 26 August.
THE STUDY: This research explores how fashion companies keep their global brand while changing content for local markets. Conducted through 17 semi-structured interviews with managers across luxury, sportswear, denim, and fast fashion, the study identified three major localisation dimensions: spatial, temporal, and cultural. Using grounded theory methodology, it provides a detailed look at different methods for understanding how companies handle cultural differences across eCommerce and social media platforms in today's connected online world.
- Participants represented luxury, sportswear, denim and mass-market brands operating in multiple countries with organisational sizes ranging from mid-sized firms to multinational groups.
- Seventeen managers agreed to semi-structured interviews after outreach to 120 candidates; interviews assessed localisation practices across eCommerce and social media channels.
- Interviews occurred between October 2020 and May 2022, conducted in English or Italian, and were audio recorded or summarised with participant consent.
- Grounded theory coding identified spatial localisation, temporal alignment and culture-driven consumer adaptation as the core thematic dimensions shaping the localisation strategies of brands across digital channels.
WHAT'S AT STAKE: Despite recognising localisation's importance, many brands treat it as a side job within wider communication strategies. Not taking it seriously creates problems, from reduced engagement to reputational crises. Companies that fail to make local adaptation a key part of their business may undermine their global identity by neglecting cultural sensitivities. The research highlights localisation's critical role in preventing cultural missteps while building customer trust and keeping their reputation strong in diverse international markets.
- Brands that overlook cultural sensitivities risk alienating consumers and reducing engagement in critical international growth markets, with consequences for sales and loyalty.
- Misaligned communications or product offers risk significant reputational damage in sensitive markets and may prompt consumer backlash or reduced trust.
- Treating localisation as a secondary task limits its strategic value and prevents brands from leveraging cultural relevance as a competitive advantage.
- Coordinated localisation strengthens omnichannel consistency, aligning physical retail, eCommerce and social media experiences to meet regional expectations and purchasing behaviours.
