Marketing Across Cultures Marketing Mix

MARKETING ACROSS
CULTURES

Marketing across cultures 1
Contents
Marketing mix............................................................................................................................3
Hofstede approach......................................................................................................................4
Low/high context culture...........................................................................................................6
Multiculturalism.........................................................................................................................7
Ecocultural model......................................................................................................................7
Institutional theory.....................................................................................................................8
References..................................................................................................................................9

Marketing across cultures 2
Classic Fashion is a Jordan based apparel manufacture. It is an international enterprise with
global sourcing of inputs and worldwide marketing of the products. Classic Fashion produces
almost 450,000-500,000 garments daily with almost 200 styles every month. The company is
contributing almost 30% to the garment exports of Jordan. On an average, Classic Fashion
manufactures almost 100 million garments yearly as per the figures of 2019. It is the vision of
Classic Fashion to be an internationally identified and trusted source of perfectly produced
premium garments. The company is having core values in the form of trustworthiness,
inclusiveness, sustainability, innovation, team spirit, top quality, consistency, and
compassion. The fashion industry has suggestively evolved in the last years.
Classic Fashion is aligning with better environmental practices by managing sustainability.
The company decided to go green by making its production eco-efficient. It assists in
reducing carbon emissions and minimizing waste. Classic Fashion has to offer rapidly
fashion trends as exposed by fashion shows and runways. The company is credited with the
implementation of ‘fast fashion’ which is the outcome of the unplanned procedure on the
minimized time gap between designing and consumption on a seasonal basis. The fast-
fashion provides customers with the prospect to buy more clothes for less. The fast fashion
states the clothing collections based on the recent fashion trends. It emerges in the framework
that fashion cycle is moving faster than before. The updated rate of fashion is becoming rapid
and turning to create new market. The increased consumption pattern has led to tonnes of
textile waste in the landfills and unregulated systems. The fast fashion comprises quick
response production competences with improved product design competencies to capture the
latest customer trends (Zamani, Sandin, and Peters, 2017). The consumer behaviour aligned
with the fast fashion consumption includes three psychological procedures making significant
category of consumer decision making. These procedures are information processing,
learning and attitude and behaviour change.
Classic Fashion is a quite popular clothing store in Jordan. The company concentrates on the
social and environmental concerns as a part of the triple bottom line (TBL) framework. TBL
believes that instead of one bottom line there should be profit, people and planet. Classic
Fashion will measure social responsibility through its operations. The company will make use
of sustainable practices to overcome the issue of ‘fast fashion consumption’. TBL framework
will advance the goal of sustainability in the business practices of Classic Fashion in the US.
This way the company will look beyond profits and comprise social and environmental issues
to measure the overall cost of conducting business (Hussain, Rigoni and Orij, 2018). Classic

Marketing across cultures 3
Fashion can overcome the issue too fast fashion consumption by maximizing profits and
hiring cheap labor along with arranging manufacturing waste in the best possible manner.
Marketing mix
Classic Fashion makes use of marketing strategy to attain its business goals. Subsequently,
Classic Fashion has become the best-known fashion brand of Jordan.
Product: Classic Fashion is having full control of the products produced. The company does
not outsource its manufacturing procedure. It is the unique proposition of the company to
create the latest trends. The company offers new styles regularly to overcome the issue of
‘fast fashion consumption’. If a product is not selling in the store then, it is instantly pulled
from the stores. Classic Fashion need to identify that consumer behaviour decision process
concerning fast fashion consumption varies and takes place in three patterns. These patterns
can be helpful to the company in offering products.
 Purchase in accordance with specific anticipation.
 Purchasing some unanticipated item during the shopping with specific anticipation.
 Going to shop without any anticipation.
Pricing: Classic Fashion offers the latest styles at a reasonable price to the customers. The
customers can grab products at quite affordable prices. The customers have perception behind
fast fashion consumption products which is affordable fashion but trendy. Mostly, Classic
Fashion opts for a premium pricing strategy and the pricing is made possible by enhancing
development and training costs (Yaseen, 2018). Although the company does not compromise
when it comes to quality. It provides quality products that can assist customers in preferring
fast fashion consumption.
Place: The company is a vertically integrated retailer. Classic Fashion designs manufacture
and distribute the products by itself. This approach has helped the company in leading in the
market of Jordan. Classic Fashion is making expansion regularly in different parts of the
world. The fast-fashion consumption is enabled by the company through moving designs
quickly from the catwalk to stores. As soon as the customers know the trend, like to explore it
online, so company should maintain great stock for the online sales. Moreover, company can
introduce new trends online first as takes time stock to reach in stores. The customers also
now a days prefer to shop online.