“Perception of Urban Consumers Towards Standardized versus Localized Marketing in Global Luxury Fashion Brands.”

Mahi Amit Mishra; Tripti Kiranpal Singh

“Perception of Urban Consumers Towards Standardized versus Localized Marketing in Global Luxury Fashion Brands.”

Author(s)	Ms. Mahi Amit Mishra, Prof. Tripti Kiranpal Singh
Country	India
Abstract	The increasing globalization of luxury fashion brands has intensified the strategic debate between marketing standardization and adaptation, particularly in culturally diverse and emerging markets like India. While standardized strategies reinforce brand heritage, exclusivity and global identity, localized adaptations enhance cultural resonance and market relevance. This research examines urban consumer perceptions of standardized versus localized marketing of global luxury fashion brands in the Indian market. A mixed-method approach was used: quantitative data were collected via a structured Google Forms questionnaire, yielding 102 valid responses from consumers aware of international luxury brands, while qualitative data were obtained through in-depth interviews with luxury retail professionals experienced with brands like Gucci, Burberry and Dior. Chi-square tests of independence with Yates continuity correction tested relationships between demographic variables, consumer awareness and marketing preference. Results show that consumer awareness and age significantly influence preference for a balanced global-local marketing mix, while gender shows no significant relationship. Qualitative data confirm selective glocalization, where luxury brands maintain global consistency while making controlled cultural adjustments at certain events. Future research could expand to larger, more varied samples across metropolitan and non-metropolitan areas, and cross-country comparative studies incorporating behavioural variables like brand loyalty and premium price readiness could offer further strategic insight. This paper contributes consumer-focused evidence from India, a relatively under-researched luxury market, to the global luxury marketing literature. Overall, the study concludes that global luxury fashion brands largely rely on standardized marketing strategies while selectively incorporating localized elements to enhance consumer engagement.
Keywords	Luxury Fashion Brands, Standardization–localization strategy, Urban consumer perception, India
Published In	Volume 8, Issue 4, July-August 2026
Published On	2026-07-21

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“Perception of Urban Consumers Towards Standardized versus Localized Marketing in Global Luxury Fashion Brands.”

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