Cultural adaptation of the retail mix in the fashion industry : a study on the Libyan retail sector

Abstract

This exploratory study addresses adaptations of the retail mix variables within the context of fashion retailing among Libyan customers. It is one of the few studies attempting to relate the retail mix framework with the cultural indices, as coined by Geert Hofstede (1980, 1994). The integration of the two frameworks came as a response to the conundrum of how to size up the Libyan culture in terms of the forces driving the need for adaptation. The study was first instigated through an interest arising from the recent changes in the Libyan scenario, and an unremitting growth in their presence in retail stores that catapulted the Libyan customer as a major client for fashion retailers. The construct of adaptation is reviewed through reference at successes and failures experienced by companies crossing international boundaries, such as IKEA's rewarding all-rounded adjustments tailored to suit the Asian market, in contrast to Marks and Spencer's deficiencies in understanding the Canadian culture. Data collection was embodied in both primary and secondary research. The latter consisted mainly of content analysis of large fashion retailers showing predominant popularity with the Libyan client, with the idea of identifying adaptations at a retail level. Primary data, on the other hand, included depth interviews with a main company operating fashion outlets in the Libyan market and a structured questionnaire translated into Arabic and carried out in Libya with the locals. The results show the importance of adapting a number of retail mix variables with prominent attention given primarily to the customer service element followed by the merchandising mix. Differences between male and female responses are also analyzed, with males showing higher levels of individualism coup Even though exploratory, such cultural elements that featured in the study, together with others such as uncertainty avoidance, reflect fundamental core aspects in the Libyan culture. Emphasis is given to indicate the more important retail mix variables requiring adaptation and the possible cultural factors leading to these exigencies. Future studies could address the quantification and qualification of the adaptations required on the basis of attribute weighting, subsequently resulting in the development of a possible CARM Scale (Cultural Adaptation of the Retail Mix).