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How H&M went from global to ‘glocal’

Glocalisation is a trend that’s been evolving in retail chains for more than a decade: It’s the art of fostering a local appeal in a globalised retail offer. Glocalisation empowers regional decision-making in the hope of creating a bond with people in communities of consumers a world away from a company’s head office. However, companies that embrace it can continue to enjoy the advantages of critical mass in production, logistics and other back-of-house operations. The fashion industry, tr