Discovery Report of Fashion Revolution

Discovery Report Fashion Revolution
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Discovery Report Fashion Revolution
The culture of any country strongly affects the communication mechanism both for internal and external communications. This report will analyze the cultural foundations of the target markets of the Fashion Revolution and provide insights for the development of the strategy. The targeted countries are Mexico, South Africa, Spain, Kazakhstan, and Guatemala.
Cultural Foundations
The culture of Mexico is quite different from the U.S despite geographical proximity. Mexico’s culture is bright and colorful and has been influenced by ancient civilizations like the Aztecs and Maya (Britannica, 2021). Globalization and new technologies have impacted the country with high social media usage among young adults, especially the educated population (Manago & Pacheco, 2019). Societal bonds are strong, and the power distance is wider in the Mexican Culture. For an organization, that translates to create a culture of harmony within the organization and focus on creating bonds with the employees through inclusive communication. To manage the power distance, the hierarchy has to be maintained for better and clear communication.
In Spain, communication is done in a diplomatic yet direct manner. Society is created on high power distance, collectivism, and masculinity (Hofstede Insights, 2021). There is a strong focus on success and achievement in society. However, it has a lower score of 44 on indulgence, indicating little orientation towards leisure and pleasure activities. For internal communication management, these insights should be utilized. Spain is also one of the societies with the growing use of Instagram. People are found to be affected by influencers during fashion brand promotions (Mañas-Viniegra et al., 2019). The message to the external audience can be communicated through social media more effectively because of wider use and popularity.
The cultural foundations of South Africa are diverse, having a variety of ethnicities. The culture strongly focuses on individuality and masculinity, indicating the regard for personal achievements over collective benefits (Hofstede Insights, 2021). People can be motivated through clear and concrete goals. In terms of internal communication, it also means that personal benefits, both monetary and non-monetary, can be used as rewards to motivate people. Like other emerging markets, the use of digital channels is high among youth. The consumer purchase decision is also found to be influenced by digital platforms in the region as compared to retail channels. In terms of fashion and luxury consumption, purchase intentions are influenced by the value perception of the products (De Klerk et al., 2019). In other words, communication with the external audience should be focused on the value of the brand.
In the culture of Kazakhstan, there is a high focus on power distance, especially in leadership communication styles. The verbal indications of power distance are also evident in the business context (Karibayeva & Kunanbayeva, 2017). For internal communication, that represents a strong r...