Researcher ORCID Identifier

0009-0003-7889-9909

Graduation Year

2025

Document Type

Open Access Senior Thesis

Degree Name

Bachelor of Arts

Department

Organizational Studies

Reader 1

Jeff Lewis

Reader 2

Nicholas Kacher

Rights Information

© 2025 Karina R. Klein

Abstract

This thesis examines how fashion brands can effectively maintain their brand identity while expanding into international markets with diverse cultural landscapes. Addressing the fundamental tension between standardization and localization in global fashion marketing, this research investigates when brands should maintain consistent approaches versus adapting to local cultural contexts. Through a comprehensive literature review of global branding theory, historical patterns of fashion globalization, and cultural dimensions affecting fashion consumption, the study establishes foundational principles for strategic international expansion. The research presents Burberry's successful entry into the Chinese market as a case study, analyzing how the luxury brand effectively balanced standardization of its core British identity with thoughtful localization tailored to Chinese cultural values identified through Hofstede's cultural dimensions framework. The findings reveal that while fashion organizations should standardize their core brand values and identity to maintain global recognition, they should simultaneously adapt their products, pricing strategies, and marketing approaches to respect cultural differences. This balanced approach prevents companies from appearing culturally disconnected while preserving the distinctive attributes that define their brand. The research ultimately provides a framework for fashion companies to determine the optimal ratio between standardization and adaptation based on specific cultural contexts, offering valuable guidance for organizations navigating the complex landscape of global expansion in the fashion industry.

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