Maike Thoma: Fashion Labels have better odds of success when localizing their styles

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ANYWHERE , California, United States of America (Free-Press-Release.com) July 8, 2011 --

On the manufacturing side Fashion has been one of the earliest industries that took advantage of globalization. Corporations in Europe and North America have sourced their garments and assembly in India and Asia for well over 100 years. "Now Globalization is becoming a major factor of the fashion industry when it comes to marketing and design." notes Maike Thoma a veteran fashion designer in the sports wear category. When it comes to design and marketing this trend is a double edged sword. "Only very few global brands are able to sell the exact same style successfully in countries around the world. H&M, Zara, The GAP have managed to devise a style that appeals to consumer around the world", says Mrs. Thoma. She continues:"The same is true for several higher end designer labels such as Burberry, Lacoste or Diesel. However, on the other end of the spectrum we have smaller labels with the aspiration to conquer markets in different continents in quick succession. And most often these labels fail in doing so, because their designs often only appeal to consumers in their home country or region. Maike Thoma remarks that it is better to first grow locally and add far away markets, one at a time. "This lowers the risk of producing merchandise that will end up on the super sale rack thereby diminishing the brand before it has even been established in the new market". Maike Thoma continues"Sales success is not all about units. Well sold collections with smaller numbers can net a much higher profit because the profit margin is not only higher but also consistent. Conquering new markets too early for the sake of showing high turn over may ultimately lead to failure in establishing a new brand. Once consumers attach a brand with the sales bin tag, it is next to impossible to come back without a major and expensive overhaul." Maike Thoma recommends that labels focus on local taste first, and make small adjustments with every market to retain their brand identity along with their original fan base. The only path to global succes is a local approach.

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