Internationalization strategies for global fashion brands: Gucci and Uniqlo’s strategies of standardization and adaptation to maintain brand loyalty and achieve success within China and the USA

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bachelor_Joukola_Siiri_2025.pdf (1.53 MB)

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School of Business | Bachelor's thesis
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Date

2025

Department

Mikkelin kampus

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Mcode

Degree programme

(Mikkeli) Bachelor’s Program in International Business

Language

en

Pages

55

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Abstract

The main subject of this thesis is to explore the internationalization strategies of global fashion brands, emphasizing on the balance between standardization and adaptation in different markets, with a specific focus on China and the United States. It evaluates fashion brands’ expansion strategies, how cultural disparities affect their approach to marketing, product offerings, and brand loyalty, examining Uniqlo and Gucci more closely. The study emphasizes how crucial cultural sensitivity is to build an effective brand worldwide and how consumer behavior contributes to the global market success of a brand. The findings also show how challenging it is for apparel brands to remain relevant in a variety of heavily differentiated markets while preserving a consistent worldwide persona.

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Thesis advisor

Mirońska, Dominika

Keywords

internationalization, standardization, adaptation, strategy, marketing mix, brand strategy, culture, consumer behaviour

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https://urn.fi/URN:NBN:fi:aalto-202505113587

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[kand] Kauppakorkeakoulu / BIZ (Open Access)