Marketing Across Cultures

Abstract Two questions were addressed related to cross-cultural marketing of culturally-embedded apparel products: (1) From the perspective of consumer acceptance, which product attributes are most expedient for extension and which are candidates for adaptation? (2) How are extension and adaptation in product attributes related to artisans' goals for sustaining their textile enterprises? Rogers' diffusion theory (1995) provided the conceptual framework. Results confirmed that garment form and closures warrant attention for adaptation related to the receiving culture's current fashion practices. In contrast, attributes such as fabric, color, and embellishment that are closely allied with the producing culture are candidates for extension across cultures with little or no change. This pattern of change and retention fits well with global artisans' conceptualization of their traditions as being more closely allied with the processes than with the products of the tradition.