News & Insights

Adapting to local markets and learning from different communities while staying true to your brand is the key to expanding successfully, retail leaders told delegates in a panel on Wednesday morning at the World Retail Congress. 

Michael Roth, SVP, Global Development at Fabletics shared how the athleisure retailer was currently expanding internationally, with plans to enter India in the third quarter of the year. 

“I think a mistake that some brands make is assuming that you know the consumer,” said Roth, while explaining some of the hurdles retailers come across while building a global brand. “So how we show up and communicate is really important.”

Roth emphasised that Fabletics, which recently debuted in Berlin, is about "inclusivity, accessibility and brand voice”.

“When customers look at our Instagram, our activations [membership programme], we want them to look at us and see a place of belonging,” he said. “We are not exclusionary in any sense of the word. That is the magic of expanding internationally - keep that brand voice consistent while adapting to local needs.”

Executives on the panel chaired by Katherine Melchior Ray, President of Globe Ally Consulting, shared the importance of taking the time to know each market, even within the same region. 

“You have to personalise the way you show up in all markets, even in the same city” said Fahed Ghanim, CEO of Majid Al Futtaim Lifestyle, which works with brands including All Saints and Lululemon.

“Our guests lean into different types of assortments. Some are more colourful, some are more seasonal,” he added, discussing Lulumeon stores located in different parts of Dubai. 

Ghanim said it was key to build local and knowledgeable teams: “Depend on local expertise to avoid a marketing disaster,” he said. 

Venu Nair, Chief of Strategic Partnerships and Omnichannel, SVP at leading Indian e-commerce Myntra shared how the brand has adapted to the younger market.

“We have 75 million monthly active users who come on the platform and nearly half of them are Gen Z - and we engage with them differently,” Nair said, referencing an innovative project that gives customers the opportunity to post their own videos and earn a commission from any clothes sold.

“We have over five million creators on the platform,” Nair said. “They become the influencers.”

The panel also emphasised that membership programmes, community events and allowing consumers to have their say will help form trust. “In a connected world, people are becoming more lonely,” Ghanim said. “What communities provide is a platform where you can be with like-minded people who can be seen, whether it’s a run club or a cooking class.” 

“Customers want to be part of the journey,” added Roth.