Lost in Translation: Navigating Cultural Barriers in Global Fashion Branding

Sammanfattning

The purpose of this study is to dig deeper into cultural background and its impact on consumer behavior among Gen Z individuals from two different cultural regions. This generation was of particular interest due to their upbringing in a digital world in which individuals interact and identities mix. In the fashion industry, self expression and identity is important, for which fashion brands must learn to adapt to consumer preferences and be extra attentive to cultural backgrounds. To gather this data, a questionnaire was sent out to Gen Z individuals, resulting in a sample of 55 participants with a Scandinavian or Southeast Asian cultural background. The questionnaire used focused on the variables consumer behavior, cultural values and brand communication, examining consumer trust and preferences using different scales. The findings of this data indicated that while cultural values were not of statistical significance, how brands build trust, as well as preferences in brand communication differed significantly between the two groups. This study may therefore help managers of global fashion brands, as well as digital brands in general, better understand the inner workings of Gen Z, today’s “digital natives”. This report highlights the importance of glocalized communication and the effects on standardization on consumers and their perception of a brand.