Before you go global, read this...

Want to stand out in a new market? You need to see things through a local lens to succeed. WGSN gets the lowdown with Connie Jackson, UK & Europe General Manager of Fashion Fair Beauty Products Ltd.

Since the mid-20th Century, globalisation has usually meant “Americanization.”

It seemed that the entire planet’s definition of modernity was tied to the openings of McDonald’s and the acquisition of Gap t-shirts or the latest Apple product.

However, the last decade has seen a perceptible shift to global issues seen through a regional or local lens – “thinking globally, acting locally,” – a process aided by the incredible consumer dialogue made possible by social media.

The parentage of the phrase is claimed by several people, but whomever the parent, it should be the guiding tenet for any global brand strategy to be successful today. It’s a phrase that I think about daily, working within the beauty retail industry.

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Here’s five ways to incorporate it into your daily workflow:

1. Little things mean a lot

Using the local spelling of words (e.g. colour, centralise) and colloquial phrases communicates that this company respects how things are done locally.

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2. Social media is a conversation.

Listen and answer! Nothing makes customers angrier than a company not responding when they took time to engage.

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3. Context is key

“Black Friday” has had mixed results in the UK because it was taken out of context. “Black Friday” in the US is the day after the Thanksgiving holiday – probably the most important holiday in the US.

It used to mark the beginning of the Christmas season (so named as it was the day that retailers finally went into profit). Most Americans get paid every two weeks, so most will be paid at least once more after Black Friday in mid-December.

Most Britons only get paid once a month and, as a result Black Friday spending often just dampens December sales. “Small Business Saturday” on the other hand has been an overwhelming success in the UK.

In a country once known as “a nation of shopkeepers,” there is shared context in supporting the campaign.

For the rest of Connie's points, head here.