BRIEFING: Clothing culture – International designers cut their cloth to suit local tastes

It almost seems common sense to say that an industry providing such a human product as clothing has to take account of cultural sensibilities in target markets. But it is not as simple as that. It’s not only Italians who appreciate Italian suits and shoes. Women worldwide appreciate French couture. And British tailoring has respect far beyond the shores of the UK. But one-size does not fit-all consumers. There are a bewildering variety of body shapes and sizes in different countries, and although respect for Italian design may be universal, some export markets will like certain aspects more than others. The best clothing companies will know how to balance the brand of their design with the need to satisfy local tastes. just-style writers around the world have investigated how they do it.