UBA027 - Thinking Global, Acting Local
Cultivating Meaningful Connections in a Globalised World
Cultivating Meaningful Connections in a Globalised World
The Rise of Glocalisation
Global brands are becoming increasingly ubiquitous, but this approach is both dull and ineffective. When brands are the same everywhere, they become invisible. They lose their personality and their appeal or even their national cultural point of view.
The future of brands is glocalisation. Glocalisation is the process of tailoring a global brand to local needs and cultures. It's about creating a unique brand experience for each market. This concept can also be applied to workspaces and offices, celebrating the culture of the team and the location, from commissioning local artists to create team phrases and murals to sourcing food locally.
A section of a store can connect locally with some of the things above, but also offer hyperlocal products that are culturally relevant in the ways they're used in that city or country. When a product solves a problem in your life and you simply have to get it, it becomes a talking point when you return home or to your workplace.
I often do this with technical clothing and items. In the UK, we don't always have access to niche apparel, gadgets or life-hack items (this is very typical of me: "all the gear and no idea!"). When I'm in the US, I like REI - it's an Aladdin's cave of accessible gear and apparel without being overly niche.
The Art of Localising Global Brands
Patagonia does an excellent job of being a global leader in sustainability and celebrating local culture. They have location-specific gear, localised storytelling and call out local events, hikes, markets and activities in close proximity to the store, with a consistently knowledgeable team.
Goodhood in Shoreditch is always a good choice. Our offices have been in that area since we started so we've seen Goodhood start, evolve, and grow over the years without losing its integrity. They curate lifestyle wares and clothing from other like-minded brands from all over the world, such as Beams, WTAPS, Stussy, Fucking Awesome, Aries, Slowdown Studio, HAY and Karlson.
From one extreme to another, Starbucks is a good example of a brand that has mastered glocalisation. Each Starbucks Reserve store location is uniquely designed to embrace the local culture and aesthetics of the city it inhabits. The Seattle Roastery is a tribute to Seattle's coffee heritage, while the Tokyo Roastery pays homage to Japanese coffee culture and design. Even standard Starbucks stores adopt a glocal approach, with local menu items reflecting local preferences. In Japan, the Starbucks menu includes items such as the Green Tea Frappuccino and the Sakura Matcha Latte.
Though I would rather research and find independents, Russell is usually in charge of coffee when we travel, and we explore cities for hours looking for the coffee spot in his app, finding cool stores, architecture or neighbourhoods en route. The same is said for bars. Why go to a generic bar when you can go to a "dive bar" with tons of character and atmosphere? Maybe it doesn't have the best beers and food, but that's not the point. "Speakeasy" and offbeat cocktail bars where you just say "Hit me with your recommendation" often lead to a good connection with the mixologist, experiments and a unique drink tailored to that bar, like the deadly Mescal Espresso Martini I had in Oaxaca.
The people we interact with are the "special sauce," locally connected, pointing you in the right direction for things to try and provide insights about what's coming to the store. Apple is often heralded as a leader in this field, but it becomes clear that if you have a problem, they usually work from a toolkit of well-oiled scripts. They're very empathetic and caring but not always good at solving problems unless you pay for an upgrade or extend the warranty (ask Russell about his experiences with Apple).
"Flagship" or "Beacon" stores are an interesting opportunity that sometimes offer up opportunities for exploration. A flagship doesn't necessarily mean an epic, multi-story space. It can also be an intimate expression of the brand or even one of its categories. The Google store in Williamsburg is a great example of a "neighbourhood" store, showcasing the helpfulness of Google and its services while supporting the local community.
Challenges and Considerations
However, brands applying this approach can have a negative effect on smaller economies that have grown from grassroots businesses. Larger companies have a higher budget for glocalisation and can offer lower prices, quickly dominating the market. It can be difficult for local and small businesses to compete, and if they can't keep up, corporations may end up raise their prices because they no longer have competition. That's why you should support your independents or buy from sources rather than Amazon if you can.
While some consumers might find independent retailers too expensive, a survey found that in the UK the majority of people prefer independents over big-box retailers for a variety of other reasons. This includes being able to support their local communities, finding new and interesting products, and enjoying the great customer service they provide.
Brands that want to succeed in the future need to embrace glocalization. They need to create unique brand experiences for each market and be local even as they think globally. There was a time when someone would say, "I'm off to Tokyo. Do you want anything brought back?" and you'd get bombarded with requests. Pretty much those things are readily available online now, or you may need to use a platform like StockX. But it's no biggie.
Even when I travel for work, I try to grab something unique to the city to bring back for my son, but it gets harder with each trip.
Conclusion: Finding the Right Balance
I began writing this article while I was in the US, and am updating it during a city trip to Stockholm. In Stockholm’s city streets I noticed several global brands that clearly had a worldwide presence, but what stood out to me were the Swedish chain brand stores. Stockholm boasts a vibrant collection of independent stores, bakeries, and coffee shops - places like Drop Coffee and Cafe Pascal caught my attention. Furthermore, there are numerous niche shops specialising in life wares, ceramics, textiles and artisanal products and places like Highlights in Södermalm, known for its graffiti and art supplies, gear and clothing.
Overall, it was nice to experience a more localised and personalised approach to brands and support the idea of preserving local culture and independent businesses.
Written by Mark