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Consumer Behavior

Use Cultural and Religious Image or Not: Global Fashion Brand’s Product Adaptation Strategy for a Muslim Country

Authors
  • Heekyeong Jo (North Carolina State University)
  • Byoungho Ellie Jin (North Carolina State University)

Abstract

Global fashion brands face the challenge of balancing standardization and adaptation in diverse markets. This study examines the role of cultural and religious images in product adaptation for Indonesia, a growing Muslim fashion market. Study 1 evaluates the impact of Indonesian cultural images on T-shirts, while Study 2 explores Muslim religious imagery on hijabs. Results reveal that cultural images, whether present or absent, did not significantly affect purchase intentions, nor were they moderated by cultural pride or the need for uniqueness. However, Indonesian consumers preferred hijabs without additional religious imagery, reflecting modern and minimalist fashion preferences. Religiosity also failed to moderate these effects. These findings suggest that brands like H&M may benefit from subtle adaptation strategies that align with local consumer preferences rather than relying heavily on cultural or religious symbolism. This research underscores the importance of understanding local consumer preferences to craft effective product adaptation strategies for emerging markets.

Keywords: Product adaptation, Cultural identity theory, Symbolic interactionism theory, Muslim

How to Cite:

Jo, H. & Jin, B. E., (2025) “Use Cultural and Religious Image or Not: Global Fashion Brand’s Product Adaptation Strategy for a Muslim Country”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18892

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Published on
2025-01-21

Peer Reviewed