Why does fashion need Intercultural communication?

This thesis explores why intercultural communication is important in the fashion industry through a comparative analysis of four global brands: Zara, H&M, Nike, and Adidas. The study analyzes these brands’ websites across five countries—USA, Italy, India, China, and Japan—to understand how they adapt their offerings, including sizes, prices, colors, and designs, to meet diverse cultural and market needs. The thesis also presents four case studies, one for each brand, to show how failures in intercultural communication can damage both advertising campaigns and brand image. Using Geert Hofstede’s cultural dimensions model, the study analyzes the motivations behind brands' strategies and concludes that adapting to local cultural contexts is necessary for global success in the fashion industry.