Fashion Marketing Journal: Massimo Dutti International Market Comparison

While studying abroad in Florence Fall 2024, I completed a four-week international marketing research project comparing Massimo Dutti’s strategy in the U.S. vs. Italy. I analyzed the brand’s full marketing mix (Product, Price, Place, Promotion) to understand how a global fashion brand adapts to different cultural and economic environments. I translated findings into strategic insights rooted in global marketing principles.
⭐ Key Observations & Results
-Product: Massimo Dutti offers the same product assortment in both markets, but stock availability varies based on local demand. This reflects a global product strategy supported by localized inventory decisions.
-Price: Items in the U.S. are on average 64% more expensive than in Italy due to production location and import costs. The higher pricing also supports the U.S. market’s promotion-driven consumer behavior.
-Place: Italy has a denser store presence in walkable, historic city centers, while the U.S. has fewer stores concentrated in upscale malls. These differences highlight how each market’s retail environment shapes the brand’s physical strategy.
-Promotion: The brand uses a unified global Instagram but different website tactics, with the U.S. relying on pop-ups and discounts while Italy avoids promotions. This is a perfect example of “glocalization,” global brand consistency with localized execution. Additionally, I was asked to reflect on the cultural and social aspects of my Italian experience abroad throughout the research timeframe.