Intercultural differences within the fashion industry

This bachelor thesis deals with cultural differences in the fashion industry with a focus on the management strategy of Zara and local brands in the Czech Republic and Indonesia. The thesis aims to answer the question of whether the existing cultural differences affect Zara's management and whether they must be considered. The thesis presents recommendations for the companies on how to adequately navigate the multicultural corporate environment and answers the question of whether Zara can work effectively with cultural differences or whether the business of local brands is better adapted to the conditions of mentioned markets. The research was conducted through qualitative analysis of data from semi-structured interviews with representatives who are knowledgeable about the fashion industry and have experience of doing business in different cultural environments. The research shows that although large companies, such as Zara, have extensive capabilities and financial resources, they may underestimate some situations and management processes. So do smaller brands, which are forced to look for alternative solutions due to the cost of finding and eliminating these mistakes.