How cultural environment impacts the marketing of clothing

I would like to discuss how the cultural environment impacts the marketing of clothing.

Clothing is a large aspect of fashion and the fashion industry is one of the most prominent industries in the world, I think we can all agree on that. Although there are many different cultures in the world, we tend to generalise the global differences to eastern culture and western culture. Eastern culture has always tended to being the more modest, or conservative, when it comes to clothing while the West is renound for the “less is more” look amongst women mainly, and has a wide range of predominantly casual attire for men (of course, this is a vast generalisation).

Gökarıksel (2009) discusses in a paper on the Turkish fasion industry about how, after a fashion show, the designer (Tebkir, Turkey’s leading producer of women’s Islamic attire) was criticised by local tabloids for “seducing” the consumers “through the use of young, attractive models” (Gökarıksel, 2009). Gökarıksel goes on to talk about how many Islamic scholars and journalists have written about how “veiling-fashion” goes against the Islamic principles of “israf” (waste) and “frown upon the display involved in modelling and fashion”.

Another good example is in Brazil. Artigas & Calicchio (2007) did a study on the Brazillian consumer with regards to purchasing of clothing. Brazil poses itself a potential “dream” to any retailer according to Artigas & Colicchio (2007), but their study has shown that Brazillians are far more likely to buy from local suppliers than multinational “big brand suppliers”. In their study, Artigas & Colicchio (2007) asked Brazillian consumers whether they trusted local brands more than international and 81% of the respondents agreed that local is better, as well as being of a higher quality. Another question posed was whether or not they were ok with purchasing on credit, more than 60% of the respondents were in agreement that credit purchases are acceptablel; this contrasts to 30% in India, 24% in Russia and 13% in China (Artigas & Colicchio, 2007).

Another angle to look at is the culture that goes with a brand itself. Thinking locally, in South Africa (where I live), we have a number of brands that are themselves associated with a certain economic demographic (as described by Kotler & Armstrong, 2010, p41 in their Best Buy example). For example, we have PEP stores which is one of the lowest price clothing retailers and caters to the low-income consumers whereas there are shops like Levi’s which is more middle class and Diesel Clothing or Fabiani which caters to the high earning consumers.

Through all of these examples that have been outlined above, marketing the clothing products will potentially be completely different. Marketing to an Islamic, female culture will be very different than marketing to a high-incomed Fabiani customer in South Africa, which will also contrast when marketing to a credit-friendly, locally loyal consumer in Brazil. Whether or not the clothes are in-fact the same style and the same brand, the marketing of them must be carefully based around the culture and demographic; the “Place” P in the 4 P’s of Marketing – Product, price, place and promotion (Kotler & Armstrong, 2010, p.36).


Artigas, M, & Calicchio, N 2007, ‘Brazil: Fashion conscious, credit ready’, McKinsey Quarterly, 4, pp. 76-79, EBSCOhost [Online]. Available from: (Accessed: 9 July 2011).

Gökarıksel, B. (2009) ‘New transnational geographies of Islamism, capitalism and subjectivity: the veiling-fashion industry in Turkey’, Area Mar2009, 41 (1), pp.6-13, EBSCOhost [Online]. Available from: (Accessed: 9 July 2011).

Kotler, P. & Armstrong, G. (2010) Principles of Marketing. 13th (Global) ed. Boston: Pearson Education, Inc.