An Exploration of Advertising Strategies for Fashion Products from Cross-Cultural Perspective
Zhang Zhou

China Foreign Affairs University NO.5 Courtyard，Beijing，102206；

Abstract：With globalization developing rapidly, the global fashion sector is expected to reach a market value of $1.2 trillion by 2029 reference, yet creating effective advertising strategies requires managing cultural quirks. This research examines how advertising strategies for fashion goods in a variety of markets are influenced by cultural aspects, as outlined by Hofstede's (1980) framework and Hall's (1976) theory of high- and low-context communication. After that, this study finds trends in the ways that cultural values impact the visual, verbal, and narrative components of fashion advertisements by examining case studies from China, South Korea, Japan, and the US. Furthermore, this research provides three practical suggestions for brands to create effective advertising strategies for fashion goods.

Key Words: advertisements；fashion goods, intercultural communication；cultural differences；cultural adaptation

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