VERO MODA
Management and staffs
Dear colleagues/employees,
I am glad to submit a detailed report of our newly proposed VERO MODA outlet in Brunei Darussalam. Requesting everyone to spare few minutes and look through the proposed outline drafted.
Sincerely,
Mission Statement
The mission of a new VERO MODA outlet in Brunei Darussalam is to expand our business in the Asian market. Our business is targeting new customer base with preferential tastes that present sharp contrast from the Western culture. Owing to Brunei’s geographic proximity to Singapore and Malaysia, it is a fresh region for our growth. Our motto here is to identify the cultural differences and train our staffs to value and respect local tastes. VERO MODA has to work on dress designs as Brunei has Islam in its heart. Online advertising can be equally challenging.
Recognizing Cultural Differences in New Market
In this report, I propose a new VERO MODA store in the Sultanate of Brunei Darussalam.
The cultural and social values of the Sultanate differ significantly from the West. Initially, VERO MODA may face hiccups in flawless run of its retail chain among the strict Muslim trends in Brunei. But, Brunei has been the host country for several international events, and its geographic proximity to Singapore and Malaysia makes it a possible fashion destination worth exploring.
VERO MODA proclaims its brand as the podium for young independent women that are fashion-conscious. Offering an affordable price, the brand provides quality to its female buyers (Vero Moda).
The very basic training for VERO MODA staffs should begin with a clear understanding of gestures and manners for Brunei customers. Islamic norms significantly determine the cultural practices and lifestyle of the Bruneians. Women opt for traditional dress codes in bright colors (Maps of World.com). Islamic traditions differ vastly from Western habits. So, it is advisable for the staffs to be more formal and polite while addressing the Malays of Brunei. Educated Bruneians still require proficiency and expertise in English, which is presently a distant goal. The staffs need to utilize proper perspectives while addressing the locals, instead of the usual Western-style greeting. Gumperz argues that in inter-cultural communication, “paralinguistic” and “prosodic” attributes plays a dominant role. This automatic “contextualization cues” greatly assists in transmitting communication vibes across various cultures (qt. in Tannen 204).
Females in Brunei do not shake hands with members of the opposite sex. Male staffs should address female customers or colleagues accordingly. Smoking in public places is a strict -no in the country with the ban on alcohol still prevalent. These practices are a stark contrast to all other VERO MODA outlets that they operate worldwide. The total population of Brunei stands at 406,000: approximately 67 percent represent ethnic Malays, and the rest is a cultural mix of foreign expats and ethnic Chinese (Australian Government, Department of Foreign Affairs and Trade). Here, the staffs should refrain from being hostile to foreigners who do not follow strict Islamic laws in their home country.
Dress designs and materials need to be unleashed keeping in mind the local taste. Though Brunei’s The Mall in Gadong presents internationalization of fashion for the foreign population, but public display of skin is still a big deal in the Sultanate. Also, Malay women are not much fashion conscious, so convincing them to come out of their comfort zone can be challenging. Most females prefer sleeves and head scarves for professional meetings, and even for personal gatherings. It is up to the international fashion brand to acclimatize to this new culture and produce designs according to local tastes, instead of imposing Westernization.
Respecting traditions and formulating strategies for a flourishing business amidst those traditions should be the target for VERO MODA. Resources are plenty in this country; it is an unexplored horizon with international brands yet to make a significant mark in Brunei’s fashion industry. Brunei is moderately tolerant to foreign cultures and religious practices, but given it follows absolute monarchy, reckless mistakes by the management can be harmful. Advertising and marketing are not as promising as in Western countries owing to below average internet use. Suck lackadaisical promotional approach can be a substantial challenge as an online presence is mandatory for new businesses to find a foothold. These limitations need to be tactfully overcome by VERO MODA.
On a scale of 1 to 10, the following chart identifies the main challenges for VERO MODA
Works Cited
Australian Government, Department of Foreign Affairs and Trade. Brunei Darussalam country
brief. 2014. Web. 24 Oct., 2014.
Maps of World.com. Brunei traditions. 2014. Web. 24 Oct., 2014.
Tannen, Deborah. You Just Don't Understand: Women and Men in Conversation. London:
Virago Press. Print.
Vero Moda. About Us. Vero Moda Online. 2014. Web. 24 Oct., 2014.
