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Amid historic political unrest and a melting pot of many cultures, South Africa has developed its own identity in fashion. Consumers place importance on supporting local fashion brands and designers over foreign brands. If Pardo Hats wants to succeed in this market, the brand needs to approach consumers respectfully and demonstrate an understanding of the country's cultural landscape.

Cultural Analysis

According to Hofstede, South Africa is a normative society. With a long-term orientation score of 34, they exhibit great respect for traditions, rarely save money or artifacts for the future, and focus on achieving quick results in their daily lives. Pardo Hats is all about taking time to create unique pieces, taking 10-50 hours to make one hat, promoting slow fashion vs fast fashion, and creating personal artifacts that can be worn for generations.

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On the flip side, South Africa is highly indulgent, scoring 63 on this dimension. South Africans will surely splurge on clothing, food, and experiences, which is perfect for Pardo. Pieces range from - 790R - 14,000.00R ($2USD - $770USD).

Target Audience

Insight

In the sphere of South African fashion, local designers and identities take precedence over global brands

Strategy

Get South African lovers of fashion and culture to engage and shop with Pardo Hats by introducing Pardo through collaboration with acclaimed SA Fashion Designer Thebe Magugu during South Africa Fashion week.

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Thebe Magugu is a luxury South African fashion brand offering ready-to-wear collections while exploring parallel concepts through multidisciplinary capsule projects. The brand establishes an identity marked by self-evolving timelessness between pillar practices of cultural honor, novelty, and uncompromising quality.

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Featured in Vogue, The Business of Fashion, Dazed Magazine, and many more, Thebe Magugu is the perfect collaborator to help establish Pardo Hats in South Africa. The designer for whom the brand is named was born and raised right in Johannesburg, South Africa.