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Cultural Fluency Research


This short research project was conducted for an application process. The assignment consisted of identifying a brand with strong cultural fluency and expanding on the brand's strategy.


A brand that demonstrates incredible familiarity with their 'target culture' is Patagonia. The outerwear brand's journey is extremely fascinating as their main customer and thus approach has changed immensely. Furthermore, can Patagonia be seen as a significant innovator within sustainable and ethical development within the fashion industry.

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