100 Business Strategies: Leverage cultural diversity for better sales

The world of clothing is fascinating. Changing fashions, vibrant colours, designs that illuminate personality – the magic that clothes create in our lives is extraordinary. We are meticulous when choosing clothes, matching them to every occasion. The role of clothing in celebrating life cannot be overstated.

Japanese retail giant Uniqlo is renowned for selling high-quality apparel. Step into their flagship store, and you'll be captivated by the way clothes are displayed. You're warmly greeted by knowledgeable staff. Their stores offer a delightful blend of tradition and modernity, carefully designed to appeal to customers.

In the global market, fashion brands demonstrate a remarkable ability to plan and sell their products. They understand the value of customers and approach business with a keen eye for detail. As they grow, they strive for continuous improvement.

Adidas and Nike

In New York City, you'll encounter groundbreaking advertisements from these fashion giants. Their advertising strategies align perfectly with their brand image. Top sports celebrities serve as their brand ambassadors, marketing products with passion and precision.

The Indian market is a fusion of fashion, tradition, and deep culture. India's diversity makes it a unique and complex market, with various people groups, languages, and celebrations. FabIndia has thrived in this market, capitalising on its marketing strategy focused on handloom garments and traditional manufacturing skills.

Zara and H&M

Zara and H&M have mastered fast fashion. Their ability to bring fast fashion clothing to market at an extraordinary pace is unparalleled. This is their winning formula. They strategically choose eye-catching locations for their stores. Their success formula in Europe is fast fashion apparel delivery, collection, and prime locations.

Puma

Brazil's love for football is well-known. It's a passion for every Brazilian, an inseparable part of life. Puma capitalised on this indomitable Brazilian passion, participating in all significant tournaments and launching limited edition products. Puma has successfully combined sport and style.

Mudi Africa

Mudi Africa is a fashion brand that has taken Nigeria by storm with bespoke tailoring and designs rooted in African heritage. Their individualistic fashions, reflecting African culture, have captivated Nigerian consumers. This has solidified Moody Africa's presence in the Nigerian local market.

Aranya Crafts and Aarong

Bangladesh is a significant player in the global garment manufacturing market. With a skilled workforce and a rich heritage in garment manufacturing, Aranya Crafts and Aarong have established their position in the sector. They weave high-quality garments using authentic materials, attracting both local and international customers. This demonstrates how effectively each country can utilise its resources.

Global market and local culture

From Japan to India, Brazil, and Nigeria, consider the power of local culture. Successful brands intelligently harness cultural diversity. Every citizen's deeply rooted culture influences their product choices. Brands must embrace and respect these local cultures.

When you enter a fashion store, observe the surroundings. How beautifully they embody the cultural heritage of that country or region. Each garment tells a story related to culture, innovation, and heritage. Listen to it. The market is constantly evolving, adapting, and improving.

(The author, Dr. Sudheer Babu, is an entrepreneur, writer, poet, and management consultant. He is the founder and managing director of Kochi-based De Valor Management Consultants Private Limited. Email: [email protected])