ONE BRAND, MANY MARKETS: HOW FASHION THRIVES ACROSS BORDERS

Fashion today is a borderless business. A brand that launches in Milan or Paris may find its biggest audience in Delhi, Dhaka, or Jakarta. With that opportunity comes a challenge: how can a fashion brand remain globally recognizable while staying locally relevant?

This was the driving question behind a recent episode of the Good to Great Podcast, hosted by Masrur Rahman and Timea Héjja. In their conversation, they brought together two distinct voices - Iftekhar Mallick, General Manager at Beximco Group and former member of senior leadership team at Bata Group, and Emma Pritchard, Senior Lecturer in Fashion Marketing and Innovation at Southampton Solent University in the United Kingdom.

The discussion highlighted strategies for entering new markets, balancing global consistency with local flavor, and using technology responsibly in fashion marketing. Along the way, both guests shared cautionary tales and inspiring examples that every marketer can learn from.

Iftekhar has spent more than a decade shaping fashion and footwear brands across South and Southeast Asia. He has worked with companies such as McKinsey, WGSN, Ipsos, and DDB, but perhaps most notably, he served as part of Bata Group’s Senior Leadership Team, helping the brand deepen its resonance in emerging markets. Today, as General Manager at Beximco, Bangladesh’s leading textile and apparel company, he continues to drive campaigns that combine local insights with global ambition.

As a design thinker and strategist, Iftekhar has seen firsthand how cultural nuance can make or break a campaign. His stories from fashion weeks in Milan, Paris, Dubai, and Jakarta illustrate just how complex—and rewarding—this balancing act can be.

Emma, on the other hand, comes from academia, where she has been a senior lecturer at Southampton Solent University since 2008. Her teaching spans fashion branding, innovation, and omni-channel strategies, and she has examined programs for institutions as varied as the London College of Fashion and Istituto Marangoni.

Before entering academia, Emma worked in buying and production for both UK and Japanese brands, giving her practical experience that grounds her teaching. With her mix of theory and practice, she brings a wide-angle lens to fashion marketing, connecting the dots between culture, commerce, and consumer psychology.

Cracking the Code: Entering New Markets

The first major theme the hosts explored was market entry—how brands decide not just when but how to launch in new territories.

“Fashion is deeply tied to identity,” Iftekhar emphasized. “Before we even touch the ‘what,’ we need to understand the ‘why’ behind consumer choices.”

That “why” might come from consumer studies, need-gap analyses, or macroeconomic indicators like a rising middle class. But Iftekhar cautioned that data alone is not enough.

“You have to walk the streets, observe how fashion lives in their daily routines. That’s where you find the hidden stories that numbers can’t tell.”

He pointed to Zara’s entry into India as a case study. In 2017, the brand launched its online presence in the country—a market where international fashion was aspirational yet still price-sensitive. By positioning itself as both accessible and aspirational, Zara managed to capture a broad audience, proving that localization was the key to global dominance.

Emma added an important caveat: entering a market without understanding its invisible cultural cues can be disastrous.

“A community-led culture will want to see community-based marketing,” she said. “If you ignore those signals, no amount of budget will save you.”

She referenced ASOS’s failed attempt in China, where logistical missteps and poor localization cost the brand £10 million. Similarly, Amazon’s exit from China in 2019 showed that even giants falter when they underestimate cultural and operational complexity.

The Balancing Act: Global Consistency vs. Local Flavor

A central tension in multinational marketing is how to remain consistent globally without becoming irrelevant locally. Iftekhar described it as fashion’s ultimate puzzle:

“Maintaining global consistency while being locally relevant—that’s the puzzle few brands solve well.”

He pointed to Bata, a brand that originated in Europe but built its strongest presence in South Asia. For over 125 years, Bata has adapted to local tastes, pricing, and cultural contexts, becoming more than a shoe company—it became a household name. Yet, even Bata faces challenges, as recent rising costs in India demonstrated.

Emma framed the challenge differently, describing successful brands as “flexible ecosystems.” She cited Chanel, whose iconic CC logo remains constant, yet whose brand storytelling adapts through local influencers and collaborations.

She also noted LVMH’s forward-looking approach: the creation of the Data and AI Academy in partnership with Google Cloud in 2021, designed to use machine learning for hyper-personalized marketing in luxury. “It’s about keeping the core intact,” Emma explained, “while letting the brand breathe differently in different markets.”

Consumer Quirks: Tuning into Tastes

Consumer behavior varies widely, and brands must adapt accordingly.

Iftekhar shared examples from Southeast Asia: in Indonesia, modest fashion is not a niche but a lifestyle, shaping everything from retail strategy to runway shows. In Thailand, consumers prefer bold colors and playful designs, while in Bangladesh, practicality and affordability often win the day.

He recalled working with the Islamic Fashion Council during Jakarta Fashion Week, where subtle infusions of religious elegance helped campaigns resonate deeply without alienating broader audiences.

Emma recommended that brands rely on structured frameworks to analyze these quirks. Tools like PESTEL, Porter’s Five Forces, STP (Segmentation, Targeting, Positioning), and the CAGE model all help decode not just visible market differences but also underlying cultural “distances.”

“Frameworks don’t replace creativity,” she said, “but they give you a compass in markets that otherwise feel overwhelming.”

Resilience and Ethics: Safeguarding the Brand Soul

Global brands are often tested in unexpected ways. Iftekhar recalled how Bata faced political backlash in Bangladesh, and how its response shaped long-term trust.

“Resilience comes through emotional connections—programs like Bata Children’s showed we stood with communities.”

Emma expanded the discussion to sustainability and ethics, stressing that consumers, especially younger ones, demand authenticity. “Partnerships with local organizations,” she explained, “are far more credible than flashy global campaigns that feel disconnected.”

She pointed to Reebok’s Futureverse project, launched in 2024, which allows users to design sneakers from personal memories using AI. By blending technology with emotional and cultural input, the initiative demonstrates how brands can innovate without losing authenticity.

Tech and the Future: AI, Data, and Human Nuance

No modern marketing conversation is complete without technology. Both guests acknowledged the role of AI, but with careful caveats.

Iftekhar sees promise in social listening tools and custom AI models, which his team aims to adopt by 2026.

“It’s not about the technology itself—it’s about how aware you are. Technology is a co-pilot, not the driver.”

Emma emphasized that while global KPIs like sales remain important, brands must also measure cultural sentiment. Metrics without context can be misleading.

She also warned about AI ethics. “Gen Z expects transparency,” she said, noting that 32% of young consumers are influenced by whether AI is used responsibly. Without fairness frameworks, she argued, even the most advanced technology can erode trust.

Wrapping Up: From Good to Great in Global Fashion

As the episode drew to a close, Masrur and Timea reflected on the recurring theme: there are no shortcuts in multinational fashion marketing. Both Iftekhar and Emma agreed that success requires adaptability, empathy, and ethics.

Iftekhar summed it up:

“There are no cheat codes. Relevance is not a one-time win—you have to make it a daily discipline.”

Emma echoed him, adding that the brands that thrive are those that embrace complexity instead of avoiding it.

From Zara’s localization playbook to Bata’s resilience and LVMH’s data-driven personalization, the stories shared on the podcast point to one truth: global success comes to those who honor both universality and individuality.

For marketers, fashion professionals, and even enthusiasts, this Good to Great Podcast episode offers a masterclass in going beyond borders—and going from good to truly great.