In today’s fast-paced digital landscape, businesses must strive to stay ahead by embracing effective brand communication. According to Ozuem and Ranfagni (2021), the changing business landscape, characterized by high competition among firms and shifting consumer demands and preferences, necessitates businesses to adopt modern promotional communication strategies that enhance engagement with potential customers. The literature review evaluates how French retail companies can leverage promotional communication strategies to exploit the United Kingdom market. The UK retail market is among the most competitive markets globally, with increasing shifts in consumer demands and preferences for culturally motivating and fashionable products. French retail businesses, however, are likely to face growing threats in the UK market that require efforts and strategic measures to adapt to the changing market environment.
Additionally, the review analyses the multiple communication strategies that French retail Businesses can leverage in the international competitive market while enhancing profitability and attracting a broader customer base. Throughout the evaluation, the researcher adopts the fashion theory and its impact on designing effective brand communication strategies among French businesses in the international market. Despite the high competition level and other cultural, social, and political challenges, the literature review proposes key strategies for French retail businesses to align with the United Kingdom’s consumers while maintaining competitiveness and profitability.
Mela et al. (2019) illustrate that fashion theory is significant in this context; for instance, it resonates with the increasing preference and demand for fashionable products among consumers in the UK market. French retail businesses can take advantage of the UK’s consumers’ passion for fashion to provide stylish products that reflect the current shifts in culture and social aspects. The literature review intends to deliver results that align with current consumer trends; for instance, it recommends that French retailers partake in fashion products that embrace style and culture to appeal to customers in the United Kingdom. As a result, the study tries to integrate the idea of current fashion using case samples and industry reports. The literature review’s primary objective is to evaluate the possible challenges experienced when performing a critical examination of the brand communication strategies applied within French retail businesses and help them effectively navigate a new market in the United Kingdom. The literature review incorporates theory, empirical data, and case studies to help French retail businesses achieve effective brand management techniques.
Brand promotional communication plays a pivotal role in the retail industry; for instance, it impacts consumers’ perceptions, influences their understanding of the products, and even helps them change their purchase decisions. Through effective promotional communication, retail businesses can achieve brand awareness (Hua, 2022; Domański & Łabenda, 2020). It is crucial for French retail businesses targeting the United Kingdom retail market to consider understanding the behaviours and cultural factors affecting purchase. Before designing and communicating brand messages, French retailers must weigh consumers’ cultural influences and behaviours to tailor messages that suit the needs and demands of the customers.
According to Ozuem and Ranfagni (2021), the most exploited promotional strategies include advertising, sales promotion, direct marketing, and public relations. French retail businesses heavily implement these strategies, and they can effectively appeal to customers and persuade them to consider a Company’s products and services. Advertising is a critical promotional strategy that may involve traditional approaches, including adopting traditional channels such as TV, print media, Billboards, and radio, among others. On the other hand, French retailers have grown to embrace digital marketing using different channels, including social media and email marketing. However, regarding promotions, French businesses use diverse strategies that include price reductions and customer loyalty programs. These programs mainly aim to encourage purchases, inspire consumers to purchase a range of products, and encourage them to return for more products. By effectively leveraging sales promotions, French retailers can improve their communications and command a larger market share within the United Kingdom retail market.
Public relations promotional strategies play a crucial part in the French retail business; for instance, they impact more consumers’ perceptions to achieve trust and promote positive customer relations. Primary strategies for public relations include building media relations, collaborating with influencers, and partaking in sponsorships. Through positive media relations, French retailers can engage with media organisations to improve their editorial coverage and press releases (Cartwright et al., 2021). These strategies enhance the visibility of French retail businesses among customers because of their frequent appearances in the media. However, influencer strategy encompasses collaboration with bloggers and celebrities to sell the company’s products to potential customers through promotional communications in both the traditional and digital landscapes. French retail often uses influencers to engage with customers during significant events, including opening new stores or showcasing new fashion. Additionally, French retailers frequently engage in corporate social responsibility activities that enhance their alignment with the best values of society. According to Cartwright et al. (2021), organisations can participate in sporting activities to distinguish themselves from their rivals and enhance customers’ perceptions of their products.
However, French retailers can still leverage traditional advertising strategies, including print media, TV, and radio, to appeal to the older demographics in the new market. While channels, including radio, TV, and billboards, have yet to be addressed, they can be leveraged to increase businesses’ outreach to potential customers. For instance, TV ads engage a wider audience through visual and audio messages. On the other hand, print media can be leveraged to reach a broader customer base through transit, posters, and billboards. This outdoor advertising plays a crucial role in marketing products because it provides exposure to the public (Cartwright et al., 2021). Using the radio is also cheap, can effectively accommodate businesses of all sizes and budgets, and can reach a wider audience quickly. Generally, traditional advertising forms can enhance French retail brands’ promotional messaging, increasing the United Kingdom’s consumers’ product awareness.
Today’s digital disruption has led to increasing adoption of digital marketing channels, and firms operating in the United Kingdom are presented with critical opportunities to leverage digital marketing to engage customers and enhance sales. Unlike in a traditional setting, brands can maintain an online presence and interact with customers within minutes through email and social media marketing. Besides, retail brands can effectively learn consumer trends and preferences and tailor promotional communication strategies to meet customers’ demands. A study conducted by Ozuem and Ranfagni (2021) indicated that digital marketing has become effective in the United Kingdom, and companies targeting this market must leverage their digital marketing strategies to command a broader customer base.
Social media platforms, including Meta, Twitter, and Instagram, have become crucial channels for French retail companies to leverage to enhance their products’ appeal to the UK market. French retailers can access international markets and promote their products to the targeted demographics through these channels (Hua, 2022). French retailers can enhance their attractiveness in the UK by posting appealing products that have a taste of culture and fashion. Social media marketing can also improve emotional connections with consumers; for instance, it permits two-way communication, and consumers can communicate with the business in real-time. Customers can raise complaints and reviews and exchange information with the company at a feedback level, eventually enhancing trust and community participation.
Ozuem and Ranfagni (2021) assert that businesses can pass effective promotional messages that align with their potential customers’ values and lifestyles using photos, videos, and stories. Besides, companies can use data analytics and market knowledge from digital channels to enhance their monitoring approaches and improve their returns. French retail businesses can also utilise email marketing to strengthen interactions and engagements with customers in the UK market. Email marketing improves customer relationships by enhancing customised messaging that eventually improves conversations. Purcărea et al. (2022) researched the different digital platforms and ways companies keep their consumers contemporary. The article states how different channels help reach consumers through video ads, search engine marketing (SEM), display ads, and native advertising. The research established that display advertising with ad networks allows marketers to target consumers based on their browsing habits and socioeconomic information to reach individual-specific high pools of segment information. Search engine marketing (SEM), specifically pay-per-click (PPC), allows a business to compete for keywords about products and services, leading to targeted traffic to produce a result. Roe et al. (2022) highlight that this is readily incorporated into social media channels by native advertising, hence making this medium even more appealing. Communication is also easily possible through advertising videos on sites such as YouTube.
Varadarajan et al. (2022) demonstrate how firms dealing in the retail business from France face a massive challenge in selling their service to customers in the United Kingdom market. According to Varadarajan et al. (2022), even if English is the common language, it’s quite a big challenge for French businesses to create an appealing message that initially captures native English speakers. Such variations in language lead to better communication of brand values and offerings. Additionally, Mela et al. (2019) show that idiomatic terms, cultural references, and slight differences in language usage add difficulty to such communication.
Diallo et al. (2021) critically investigated the UK’s cultural principles. The study notes that when the French outlet deals with UK consumers, such as in the scenario at play, it faces inseparable cultural differences within the marketing range. Based on cultural differences, how brand communication processes such as humour, design, and values are adopted. Global cultural studies are applicable in this study to analyse the French market and UK consumers’ interests, attitudes, and habits. French retailers can connect considerably better with UK consumers if they include a representative voice in their marketing. French retailers need help to obtain customers in a crowd and in the clutter of conflicting messages. With richly available abundant resources, well-established UK retailers and foreign corporations threaten French merchandise. Diallo et al. (2021) emphasised that digital and e-commerce have reduced entry barriers that paved the way for the new disruptive retail patterns. Promising stories, mixed with a distinctive value proposition and well-applied creative marketing techniques, will only succeed if French companies strategise effectively in UK retail marketplaces.
A study by Steenkamp (2020) recognises that French brands and other brands face similar challenges in the UK market. Steenkamp (2020) asserts that global marketing strategy has primarily emphasised understanding customers’ tastes and preferences, market dynamics, and cultural quirks, and, more importantly, engaging UK consumers. Against this backdrop, the present paper fills the literature gap by arguing that cultural sensibility, language translation, and market-specific tailoring are critical dimensions that can help brands easily overcome communication problems and support promotion practices. According to Steenkamp (2020), language and cultural dilemmas in marketing and rivalry among the rest are all significant factors making it impossible for the brand messages of French retail to reach their potential customers in the UK. International challenges of establishing successful operations at various marketplaces for multinational companies yield substantial data for managing cross-cultural relationships and achieving success in the challenging retail environment in the UK.
The significance of the interrelationship between brand and culture communication among French retail firms while starting a business in the UK is considered in a globalised economic environment (Roe et al., 2022). It examines branding strategies that evaluate the complexities of cross-cultural engagement and their influence on successful intercultural branding campaigns that do not sacrifice the brand’s authenticity. The research by Roe et al. (2022) serves as the background for understanding how cultural differences affect consumer reviews and choices by analysing consumer behavioural theories and cultural dimensions. Furthermore, it assesses how the world’s leading brands compete for customers by applying impactful cross-cultural branding, which is used to change their messaging in different cultural contexts while maintaining the core brand identity (Hua, 2022). On top of this, the survey seeks to comprehend how French retail brands can excel in cultural differences and develop a deep and authentic rapport with UK customers by capitalising on globalisation, localisation, and client interaction strategies. The main goal is to build consumer brand dedication and get an edge in the retail sector through competition in the UK industry (Gerlach and Eriksson, 2021).
Tao (2018) conducted research examining cultural differences and consumer behaviours by applying Hofstede’s cultural dimensions theory in diverse market contexts. The analysis used existing theories and studies to see how cultural values influence consumer behaviour. The study also analysed the UK and French markets to understand the challenges and possible prospects for French retailers.
Hofstede’s cultural dimensions theory was proposed by Geert Hofstede in 1980 (Roe et al., 2022). Hofstede’s cultural dimensions theory can be used as a structured organisational approach to understand how a country’s values and beliefs significantly impact attitudes and behaviour. The theory identifies six dimensions: hierarchy, individualism or collectivist culture, masculinity or femininity, uncertainty avoidance, future orientation, and indulgence or moderation. By highlighting the elements of multiculturalism, it is easier to understand social identity and how it influences various aspects of life, mainly consumers’ behaviour (Roe et al., 2022). Moreover, the core of Hofstede’s theory is cultural differences and how they affect consumers differently. Consumers make decisions based on their preferences and decision-making processes, and their consumption patterns differ. For instance, people in individualist cultures value autonomy and independence. However, they make decisions independently, so they want to have a tailored product that meets their expectations. The tendency to make self-decisions on brands is strongly felt in cultures where uncertainty avoidance is high; a case of these people will, therefore, include risk aversion and opting for established brands, which guarantees security and reliability (Gerlach & Eriksson, 2021). The advantage of applying Hofstede’s Cultural Dimensions Theory is that companies gain deeper insights into cultural aspects. Thus, they have a chance to create successful marketing strategies that resonate with clients in countries with differing and diverse cultures.
Gerlach & Eriksson (2021) researched using Hofstede’s Cultural Dimensions Theory to investigate the differences between the British and French markets and identify cultural features that influence consumers’ behaviour. Individuality is the main trait of the UK market, where consumers focus on their freedom and the chance to choose. The consumer personalisation trend has historically continued, and people wear products that embody their identity. Similarly, UK citizens’ high uncertainty avoidance orientation indicates a preference for certainty and regulations in this society.
France combines individualism and collectivism, which are highly attached to its culture and heritage. The French market is identified by demand for products that provide safety and security, and customers are selecting well-known products for their excellent quality and reliability. Furthermore, a country with high uncertainty avoidance (like France) loathes anything that causes instability and clings to the existing norm. Analysing cultural peculiarities is one of the initial steps toward establishing business relations with the United Kingdom and France for an international company (Gerlach & Eriksson, 2021).
Watson & Dada (2023) have applied the study of cultural divergence of French retail brands in the UK market. The study suggests that brands tailor communication strategies according to the UK’s one-to-one openness. Brand stories can be told using narrative techniques and user-generated content to build emotional connections in the UK market. Moreover, the study recommends highlighting the French brands’ long-standing heritage and stability, which could be what the British consumers would love and embrace more. France and the UK’s prestige and sentiments can be achieved by using and applying cultural heritage and symbols.
In the age of globalisation, brands face the challenge of sharing their brand culture with a diversified audience in a cross-cultural context. An intercultural corporate approach is critical to success in the global marketplace and creating a mutually beneficial relationship with consumers all over the planet. International trade and the digital age have brought revolutionary opportunities to brand expansion; despite that, different cultures may still need to improve their communication effectively. The movie “Karam” (2021) highlights the necessity of comprehensive knowledge and profound respect for indigenous culture’s subtleties so that brands can forge meaningful connections with consumers and establish trust in novel settings. Effective cross-cultural branding necessitates a balance between global uniformity and local relevance. Brands must harmonise their messages, imagery, and communication platforms with cultural norms, likes, and values to keep their brand essence authentic. Brands can create community and loyalty by recognising and supporting cultural diversity and proper communication (Karam, 2021). As a result, they can gain a competitive edge in the global market. Establishing experience that surpasses language and geographical barriers is critical to building strong relations with consumers from different cultural ways of life.
To succeed in cross-cultural branding, brands must research and discover the fine points of that target audience’s culture. Due to this, brands need to prove that they are conscious and accurate regarding local customs, values, and taboos. A significant pillar of effective cross-cultural engagement is adjusting messaging and communication tactics to fit different cultural sensitivities. Recognising and adapting to cultural differences while maintaining the brand’s fundamental identity is the key to effective cross-cultural branding. Advertisers can find inspiration in successful campaigns like Coca-Cola’s “Share a Coke,” which personalised bottles with regional names (Roe et al., 2022). The necessity of adapting material to fit the cultural environment for successful cross-cultural branding is one of the points in the literature. The brands should be customising their communication, visuals, and storytelling to blend in with the tastes and preferences of the local dwellers. For example, Nike’s “You Can’t Stop Us” campaign has effectively attracted a global audience by showing various athletes and cultural symbols, implying uniqueness and being inclusive (Karam, 2021). Additionally, trust and credibility building in cross-cultural branding necessitates being hands-on with local communities. Companies should embrace brand perceptions, inference, animosity, and ethnocentrism when exploring a market niche. Dove’s “Real Beauty” campaign puts this concept into practice.
Cultural gaps create favour for some communication channels, so companies should customise their plans to fit them. Brands must efficiently target various consumers through traditional media and digital marketing channels. McDonald’s has applied its marketing strategy to local preferences by connecting people worldwide through traditional and social media (Karam, 2021). Branding across cultures requires persistent harmonisation in the light of feedback and changing market requirements. Brands must remain adaptable and be open to changes, but fine-tune their strategy to better reach consumers. Starbucks keeps on updating its product selections and marketing strategies to cater to the changing tastes and preferences of different nations. It shows its products are still relatable and appealing to people from various cultural backgrounds (Karam, 2021).
This literature review addresses the significance of ensuring global brand consistency while adapting to local markets, particularly with the help of examples of French retail brands entering the UK. Brand consistency and adaptation are equally essential to ensure brand identity and values are maintained across the international markets. Chanel, a high-end fashion brand, is a case in point of global brand communication that leverages uniformity to maintain consistency in its messaging and visuals everywhere, underscoring the quality, elegance, and longevity (Ni, 2021). This approach helps to build a brand’s image and attractiveness in various cultural backgrounds.
Organisations must adapt their approach to communication to local market preferences and cultural peculiarities while maintaining global consistency. When a French retail company is moving into the UK market, there are cultural differences that the company needs to skilfully navigate while keeping its brand’s identity. For example, L’Occitane, a French skincare brand, aims its product lines and marketing strategies at British customers and still cherishes the heritage of Provence (Ni, 2021). L’Occitane unites the traditions of the UK and France to ensure its success in the UK market. Such a niche marketing strategy enables companies to build a stronger customer rapport and show that they understand their needs and preferences. Moreover, they can maintain the reputation of the worldwide brand as well. Companies can create strong local ties and build their brand internationally by applying the right strategies.
The French retailers in the UK retail need help to balance localised marketing and brand standardisation. The case studies of the French companies demonstrate how they can balance. A recent research by Ni (2021) proves that L’Oreal, a French cosmetics company, produces goods in particular markets globally while keeping a constant global brand image. In order to be seen and recognised among the extensive cultural palette of the UK, L’Oréal changed its product offerings and marketing approaches. The “True Match” advertisement from L’Oreal depicts inclusion and diversity by parading various skin shades and races. L’Oréal uses UK diversity and customers’ cultural values to create dialogue with locals and maintain its global brand image. On top of this, L’Oréal works with celebrities and other famous UK people to widen the brand’s reach by showing that it wants to contribute to the community.
The key issue of the literature review is the strategic choice of L’Oréal, the French retail titan, to adapt its business strategy to the demands of the UK market without losing its global identity. The popularity of the given brand among British shoppers can be attributed to its reputation for manufacturing excellent but cheap products in a cutthroat competition with established UK retailers. Through L’Oréal’s wide range of products and the promotions matched to the UK consumers’ requirements and preferences, the company has increased its competitiveness in the UK retail market(Hua, 2022; Domański & Łabenda, 2020). The example of L’Oréal shows that consideration of everyday brand consistency within regions, consumer satisfaction, and local peculiarities is essential. With the same strategies as those practiced in the UK market, they get the attention of British consumers. The retailers are, however, keen not to lose their global brand name while entering new markets. This strategy gives French brands a competitive edge in the UK market because it does not dilute their global brand image.
According to Séraphin & Gowreesunkar (2023), French retail brands’ cultural aesthetics and heritage culture influence the global marketplace. A “Frenches” lens is applied to reveal the role of French retail organisations in the British market in brand campaigns. When a brand reflects lifestyle, fashion, culture, and luxury in the French way, it creates a feeling of elitism, individuality, and luxury among UK consumers (Séraphin & Gowreesunkar, 2023). This framework first serves as a platform that allows an investigation into how French retailers strategically use their French identity to differentiate their brand, raise brand value, and strengthen customer loyalty amidst the cutthroat UK retail market. This section discusses brand communication approaches in entering the UK market.
French culture in advertising is often used to create an air of sophistication, style, and culture. French retailers choose preference, luxury, and fashion to develop interesting stories that all nations can appreciate. Thanks to their focus on French heritage, manufacturing, and expertise, luxury and fashion will become one with these brands. French identity is often closely linked with the monumental Eiffel Tower, the famous fashion houses, and haute cuisine that create a feeling of elegance and luxury. These brands of culture imply the stylish and classy nature of French brands as retailers (Roe et al., 2022). In the light of discourse analysis, researchers study how Frenchness is disseminated by brands and maintained, shaping consumers’ ideas and preferences. It is essential for organisations that attempt to use this cultural capital to understand the subtleties of discussions on French cultural identity and to create emotional ties.
Seager et al. (2023) assert that global viewers have been taken in by the culture of France, which has profound historical relevance, numerous artistic shots on the target, outstanding literary contributions, and gastronomic brilliance. Brands use French culture to create an atmosphere of romance and intimacy in consumers’ minds. Likewise, some television commercials unfold with the backdrop of iconic places like the Eiffel Tower or offer glimpses of French art and food, usually meant to call for the visual perception of sophistication and reminiscence. France is an approved fashion business on an international level, and the world has accepted Paris as a fashion focal point. French labels such as Dior, Louis Vuitton, and Chanel personify uncompromising luxury, unparalleled skill, and originality. The brand messaging uses the French concept of ‘la perenité de laîle et la sophistication de la mode’ to describe French fashion, which draws on the consumers’ desire to be fashionable and alluring (Diallo et al., 2021). Whether it is the luxury of French brands’ exclusivity or the quality or prestige of their reputation, French luxury brands are known for these qualities. The charm of French luxury is hotly divided between its long traditions, craftsmanship, and superior artistry. Luxury brands like Hermès and Cartier resonate with high-end and refinement feelings, positioning themselves as icons of prosperity and fine zest (Seager et al., 2023; Séraphin & Gowreesunkar). In a large percentage, brand messaging provides French luxury as an invisible and desired concept to consumers by showing a glimpse of a luxurious life.
The French approach to life, which has been quite popular since the end of the twentieth century due to its emphasis on the values of leisure, food, and joie de vivre, is idealised and praised in corporate advertising. French brands typically use the idea of Frenches to promote the European-looking image of elegance, luxury, leisure, and intellectual growth. These marketing strategies influence people’s bohemian urge for luxury, culture, and refinement (Diallo et al.,2021). The image of “Frenches” in global markets is mainly influenced by historical, sociocultural, and social factors, leading to various perceptions of this image, such as sophistication/refinement and elitism/exclusiveness. Despite the abovementioned, francophones often form a highly positive image of the French nation, representing excellence, grace, and truthfulness.
Séraphin & Gowreesunkar (2023) claim that there is a visual representation of Frenches in brand marketing due to refinement, grace, and artistic symbolism. The connection between French fashion, culture, way of life, and luxury sets the story that fashion brands mainly aim to imitate, targeting consumers nationally and internationally. French firms are reputed to be the international symbols of actual sense and high taste, most of which are owed to their design of specific brand images with the essential virtues of attractiveness and innovativeness.
If a company wants to be successful and ensure it competes very well in the UK’s challenging market, French companies must grasp the perceptions of UK consumers. Previous research has shown how significant identifying something, such as French merchandise, is in terms of authenticity, style, and quality for a UK consumer. Research shows that UK customers perceive French goods as pieces of art or deliver high quality. The Parisian fashion houses are known best for their extreme attention to detail and use of premium fabrics, which add to the perfection of their products (Séraphin et al., 2023). Research indicates that a large number of British consumers have a stereotype about the French; that is, they associate French brands with longevity, reliability, and a high-quality standard, so they buy products made in France from French companies in specific categories, for instance, home decor, fashion, and cosmetics (Séraphin et al., 2023).
The French have certain advantages in many fields, especially the fashion and leisure industries. British buyers desire the coolness and elegance of French products. Marks such as Chanel, Dior, and Louis Vuitton are idols of exclusivity and high class in the UK, branded as symbols of luxe culture and craftsmanship. This view that defined French fashion as synonymous with quality, elegance, and charm led some researchers to come to the same conclusion. This group of consumers, consciously or unconsciously, is trying to “Frenchify” their wardrobe choices and motions. Authenticity is indeed at the core of British interaction with French products. They give utmost importance to the brand’s family and tradition, the company’s primary strength. French brands have a long history and a good reputation in the market for their genuine products and deft artistry. Studies show that British consumers consider French brands’ historical origin, which they believe has remained loyal to the original values and cultural heritage (Diallo et al.,2021). Credibility and consumer trust are more likely if companies are genuine with UK customers. The customers buy depending on the authenticity, which also manifests in how they behave towards the brand.
The influence of French brands on British consumers’ brand loyalty and purchasing decisions has grown significantly. Undoubtedly, recent research has demonstrated the role of positive brand perception in quality, style, and genuineness, ensuring brand trust and customer loyalty in the UK. Brands that repeatedly fulfil their promises and keep a trustworthy reputation for supremacy are to be considered the sure gainers in the business market. Ultimately, they will be rewarded with repeat purchases and asymptomatic connections with consumers. (Séraphin et al., 2023). The level of British readiness has also increased to pay more attention to the admission of French things, which are assumed to be more fashionable, of better quality, and to have a more classic appearance connected with the French way of life. Research has revealed that British consumers are swayed by the emergence of romantic lifestyles that have slipped into the French brands; therefore, they purchase products that easily create a false image of themselves and their apparent social standing. The research from Séraphin et al. (2023) points out that the customers in the UK respect the French brands and their fabric products with notions of high standard, fashion, and sincerity. Thus, these impressions play a driving role, as brand trust and subsequent purchases are gravely affected. UK consumers’ attitudes toward the French brands proved positive in practically all points. French companies can promote, design, and position their products as the UK market views them. This, in turn, helps to develop loyalty and ultimately increases sales. The continual demand of a British buyer for good-quality, designer, and unique goods conveys a message.
The UK market has made France’s retail companies stand out from their foreign competitors because of their French tradition, fashion, luxury, and lifestyle. In this section, the approaches by French companies to pop up their Frenches are explored, including the difficulties encountered and the way through, with case studies showing how consumer attraction and a distinct brand could be attained as the product of Frenches (Siminyu et al., 2021). When French retailers enter the UK market, they frequently emphasise their origin and tradition. The retailers demonstrate the authenticity of their brand and their lineage in French heritage. Chanel is a legendary luxury fashion brand from France that caters to consumers of high rank in the UK who want to be associated with the aristocracy due to its prestige and French roots.
French businesses use idealised fairytale-type images to portray the brand’s romantic stories to UK customers. L’Occitane’s French-style products portray rural aspects of Provence, which, in turn, force an aspirational experience emanating from British customers. Their attractive designs and aesthetic outlooks are unique to French retail brands that are popular in the UK market. The notable Hermès and Louis Vuitton brands, widely known in Britain for their detailed craftsmanship and luxury, attract consumers who desire exceptional outfits and elite perfection. The brands maintain their position at the forefront of style icon status, enticing the French design connoisseur clientele (Diallo et al.,2021). It is undeniable that the French factor is an excellent opportunity for British business, but, at the same time, this can be a challenge, too. One of the difficulties is reconciling national and British flavours and tastes with French heritage. The problem with mass-market French brands is that they are still perceived as luxury or bordering on inaccessible. Despite this, they have managed to spread their brand narratives and values to UK customers and, in some ways, to break through these hurdles.
Diallo et al. (2021) incorporate the paradigm on how the skincare and cosmetics company L’Oreal addresses diversity and inclusion in their study. It’s a French heritage to reach a broad audience in the UK and have an authoritative position in the beauty world. UK customers of all ages and backgrounds, the rich and the poor, buy L’Oréal products the most with its versatile “Because We are Worth It” campaign. L’Oréal, by focusing on being unique and diversified while still presenting its French heritage in a way, has managed to gain a reputation and admiration throughout the UK among consumers of beauty products. Ladurée is an emblem of introducing French pastry cuisine to the UK with its macarons, interesting tea rooms, and French pastry culture (Siminyu et al., 2021). An increasing number of people from the UK are seeking French refinement and luxury at Ladurée. Despite becoming a household name in the UK, its store in London continues to maintain ethereal pastel packaging and Parisian-inspired interior design.
The research on French retail brands’ communication strategies in the UK market is looked at, which puts into focus the theme of Frenches and its effect on consumers’ attitudes and actions. It embodies that the French companies capitalise on aspects of culture and reproduce a charm of fashion and lifestyle that touches sensitive cords in the minds of the UK audience. This study demonstrates that consumers tend to link their emotional values with French brands at a higher rate than with other brands. Brand loyalty and customer preferences are two significant factors. Case studies provide examples of how winning campaigns utilise French heritage and design sensibility while having their contemporary touch to localise market trends. It is essential to consider the numerous cross-sectional patterns emerging during our analysis of the communication strategies used by French retail brands in the UK market. The regulatory environment, which includes legal standards by the UK and the EU as general data protection regulations or instructions for digital marketing and advertising prowess, substantially impacts promotional and cross-cultural communication strategies. It must be emphasised that these standards are key to French companies’ success in UK markets, as they would only be able to maintain their clients’ confidence and respect (Diallo et al.,2021). In such a turbulent legal context, the required documents ensure that French companies are taken seriously and allowed to deal with legal issues.
Additionally, resale brand communication, such as artificial intelligence (AI) in consumers’ retail experience, along with business partnerships with influencers, enables French companies to improve their presence in the UK market. To preserve customer presence and interest in the UK, no matter what they offer, develop such trends and technology, and provide an experience that matches their needs. An in-depth study would be further enhanced by adding examples of French retail companies doing business in the UK and their tactics and obstacles in the market to demonstrate these methods and understand the issues these companies encountered while conducting business in the UK and lastly, combining that and the fact that these discoveries give us a reason to practice the results of our theories also highlights the significance of developing effective and valid brand strategies. As French companies develop their communication strategy and gain a competitive advantage in the UK retail sector, their visible efforts to employ findings from academic research in practical contexts may be an obvious course of action. Consequently, the report brings meaningful outcomes for French retail businesses that want to increase their positions in the highly regulated UK market by designing distinctive brand messages.
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