The digital revolution has significantly accelerated globalization, fostering seamless connectivity across markets and reshaping the dynamics of international business. Within this context, the fashion industry has undergone a transformative digital evolution, necessitating the adaptation of global communication strategies to address the cultural and regional intricacies of diverse markets. This adaptation process, termed "localization" involves the strategic changes of (digital) content, including language, visual representation, and product alignment, to resonate with specific cultural preferences. Based on 17 semi-structured interviews with executives from the fashion industry and employing a grounded theory methodology, this study examines how fashion brands navigate the dual imperatives of maintaining a cohesive global identity while implementing culturally specific adaptations on eCommerce and social media platforms. The findings delineate three core dimensions of localization applied by fashion brands: Spatial localization, encompassing geographical and operational adaptations such as language, payment ecosystems, visual and identity representation; Temporal alignment, focusing on synchronization with regional seasonality and cultural calendars; and Culture-driven consumer adaptation, addressing localized product offerings, size adjustments, and aesthetic preferences. These dimensions present localization as a sophisticated and dynamic process, extending beyond functional adjustments to encompass cultural sensitivity and inclusivity. This research advances theoretical and practical understanding of localization by emphasizing its role as a strategic need for bridging global brand coherence with local cultural resonance. Additionally, it highlights localization's critical functions in enhancing consumer engagement, fostering inclusivity, and mitigating reputational risks within an interconnected digital economy, and it highlights the importance of embedding localization within strategic frameworks, enabling more effective cross-cultural communication.
Noris et al. (Tue,) studied this question.