Chapter 14: Local Collaboration in Retail Design: A Strategy for Localising Global Brands

Culturally, consumers associate with brands on the basis of identity. By relating to a brand's personality, meaning and message, consumers make statements about their self-identification [2]. The culture of consumers influences the choice of brands to which they subscribe. In turn, consumer culture is shaped by the brands with which consumers associate [2]. This interrelationship between consumption, culture and brands is also impacted by the retail store design, which influences consumer taste [3]. In a context of globalisation and cultural alteration, the retaining of cultural diversity through design is of importance [4].

Retail design for global brands conventionally follows a standardised format informed by a global store concept [5]. The store design is replicated across nations, with slight adaptations according to site and spatial constraints and local legislation. Store designs, however, remain largely identical in look and feel and experience. With brand consistency and economic-efficiency being the motivators behind this standardised approach to retail design [5], developments in global practice show that certain brands are deviating from the cookie-cutter approach to retail design, and opting for customised retail design across locations [6–9]. Through this localised retail design, global brands intend to translate their brand offering in ways that relate to local consumers. Although a positive step towards addressing local conditions, localised retail design does present cultural pitfalls if implemented superficially.