Business Titan

In order for geographical expansion to happen, some brands decide to diverse their products line and create more local fashion products to satisfy the needs of different countries; some brands choose to have huge price differences between their stores located in different areas to attract customers from all classes.

However, “fast-fashion” brands like H&M of Sweden, Zara of Spain… are all keen on a very similar strategy which is same style and price for everyone. The designs of these mega brands are suitable to every market around the world. There’s no such thing as a special design for a single country. The fact that all stores have similar products makes different areas have similar prices as well. Prices remain relatively constant across the globe. Just like McDonalds sell similar products everywhere and people accept them as what they are. Customers across the globe have also been accepting the concept of “Democratic style and price” as a classic H&M style hoodie is well sold almost everywhere.

Thus to learn from H&M, in order for a business to expand worldwide, diversify of product line in trying to fit into the local culture is not necessarily needed.

http://europe.chinadaily.com.cn/business/2012-10/01/content_15794529.htm