Att leva i symbios; kultur och kläder : Påverkan av kulturen i Mellanöstern på internationella klädföretag

Sammanfattning: More and more companies open up facilities and stores in countries all around the world. Entering a new country means a new culture, a new language, different norms and values and new people with a different way of thinking unlike what you are used to. In order to survive and be successful in this new country means that you have to adapt to the new culture and its components you encounter. The purpose of this thesis has been to identify possibilities and barriers in the Middle Eastern culture affecting international clothing companies. Furthermore it has been investigated how these companies must adapt their products and promotion to this culture. In order to obtain relevant data for achieving the purpose of the study interviews and observations was made at three international clothing companies in Tehran, Iran. These were Mango, United Colors of Benetton and adidas. Secondary data in form of articles and literature regarding culture, product and promotion was combined with the primary data collected. This was the underlying facts for the analysis. The results acquired showed that it is essential for international clothing companies to adapt their promotion to the Middle Eastern culture to a higher degree that the product. The promotion is affected by the censorship that is present where exposed parts of the body and hair are covered, which is due to the regulations regarding clothing. Moreover the promotional message that is being developed should be translated to the local language with precision so that the purpose of the message does not change. An incorrect translation can result in misunderstandings and harm the company´s brand and image. A great possibility that has been identified is technology, where the mobile and internet consumption is very high in many of the countries in the Middle East. Companies should take advantage of this by using SMS and e-mail marketing in their promotion strategies. The barrier affecting international clothing companies to a great extent is religion, which affects many of the components in the culture in the region such as values and norms and esthetics. The religion limits the companies in their promotion and also the supply of products where the outdoor clothes need to be adapted in for example Iran. One key to success in the Middle East is to respect the religion and adapt the promotion and product to the regulations established by it.