A comparative study: How are European fast-fashion and high-end fashion brands adapting their marketing strategy for the Japanese market?

Abstract: The study investigated how European fashion brands adapt their marketing strategies to the Japanese market. The culture in Japan differs from Europe, in which advertisements, commercials and other promotional tools risk getting misinterpreted or perceived as offensive. Negative criticism could damage the brand image and reputation which makes it crucial for European brands to understand the cultural differences and adapt their marketing practices accordingly. The study analyzed the culture dimension and how it affects consumer behavior by using Hofstede's Dimensions of National Culture and Consumer Culture Theory. Adding a historical context of Japan also nuanced the cultural research analysis. The cultural dimension laid the foundation for the research in which the 4 P’s of the Marketing Mix were used to investigate marketing practices. A qualitative research approach with interviews was conducted with respondents from luxury brands and budget brands. To capture Japanese culture and consumer behavior, interviews were also conducted with respondents of European organizations in Japan. The study identified a rather two-sided society, whereas Japanese consumers on one side tend to be traditional by conforming to the group, characterized by masculinity and avoiding uncertainty. The other side of society portrayed a more modern side where consumers were displaying traits of individualism and gender-neutrality. This had implications for both luxury and budget brands. The study concluded that both categories of fashion brands adapt their marketing practices associated with place and promotion to the largest extent, emphasizing its country of origin, local collaborations, store experience and personal selling.