Available online at www.sciencedirect.

com

Journal of Retailing 99 (2023) 634–653

www.elsevier.com/locate/jretai

Localized globalization through structures of common difference and the

in-store curation of a glocal retailscape
Hope Jensen Schau a, Melissa Archpru Akaka b,∗, Rodrigo Costa Segabinazzi c
a Professor and Gilly Family Endowed Chair of Marketing, University of California Irvine, United States
b Professor, Marketing, University of Denver, United States
c Professor, Marketing, ESPM, Brazil

Available online 12 December 2023

Abstract
In global markets, branded material and symbolic artifacts are curated in patterned ways to replicate and scale retail experience. We apply
a structures of common difference framework to show how global brands can be strategically localized through in-store curations within
specific physical locations. This localized globalization deploys familiar global brands in ways that feel authentically local and idiosyncratically
intimately connected with many and varied retail instantiations (glocal). We underscore that global-local reciprocity is critical and the SCD
work for global and local brands. We affirm that global brands give local retailers a steady stream of compelling merchandise connecting the
local to global markets, and conversely, local content stabilizes global brands’ connections to communities and physical stores. This recursive
relationship feeds into an overarching global common form that celebrates local diversity and supports the interlocking identities of brands
and customers.
© 2023 New York University. Published by Elsevier Inc. All rights reserved.

Keywords: Structures of common difference; Glocal; Retailscape; Localization; Globalization.

Introduction stantiations of markets. In particular, small local retailers with

limited inventory, constrained logistical resources, and a nar-
When “brick-and-mortar” stores were mandated to shut row customer base, struggled to stay in business and many
their doors in 2020, people around the world increased their were forced to shutter for good (Fairlie 2020). The reopening
reliance on online retailers to purchase food, clothing, home of stores that survived mandated closures was met with con-
goods and entertainment (Bright and Schau 2021; Zam- sumer hesitancy due to evolving norms of social distancing,
boni et al. 2021). The aftermath of the COVID-19 pandemic mask-wearing, and touchless experiences (Akpan et al. 2023).
reveals sustained global changes in, and local variance for, However, in a time when travel was extremely limited, com-
consumer demand of in-store shopping and preferences for in- munity support and pride grew and a renewed sense of loyalty
store experiences, such as cadence of shopping, online order to local stores emerged (Everingham and Chassagne 2021;
and delivery, online order and store pickup, contactless deliv- Mars 2022; Sharma et al., 2021).
ery/pickup, increased emphasis on environmental sustainabil- While commitment to local merchants is not new (Stone
ity and social justice, more and greater consumer engagement, 1954), online selling is shown to favor large regional and
and enhanced hedonic atmospherics (Diaz-Martin et al. 2021; global multi-channel brands with more inventory (albeit per-
Gupta and Mukherjee 2022). This largescale exogenous event haps less selection) and logistical resources (Relihan 2022;
significantly impacted market access and reveals the fragility Spanke 2020; Kumar and Ayodeji 2021). Global brands that
of underlying structures that enable general and specific in- have traditionally focused on standardization strategies that
center on reduced costs and supply-chain efficiencies are shift-
ing to localization strategies to meet the needs of increas-
∗ Corresponding author. ingly diverse customers who are seeking unique alternatives
E-mail addresses: [email protected] (H.J. Schau), [email protected]
(M.A. Akaka).
to big-box retail chains. Rigby and Vishwanath (2006, p. 84)

https://doi.org/10.1016/j.jretai.2023.11.007
0022-4359/© 2023 New York University. Published by Elsevier Inc. All rights reserved.
H.J. Schau, M.A. Akaka and R.C. Segabinazzi Journal of Retailing 99 (2023) 634–653

argue, “When well executed, localization strategies can pro- Grande do Sul) in two countries known for robust surf subcul-
vide a durable competitive edge for retailers and product man- tures (United States of America and Brazil). We demonstrate
ufactures alike.” In addition to growing diversity among cus- how physical in-store curations create glocal retailscapes and
tomers, loyalty to local brands, products, and retailers has connect amorphous global markets and brands with more con-
grown in recent years – often in opposition to homogenized crete local communities. We argue that SCD enable glocal-
market globalization and in an effort to celebrate local cultural ization, the establishment of distinct cultural groups tied to a
differences (Mars et al. 2023). broader global community (Rogers 1995), of surf retail envi-
Through an examination of global brands and physical re- ronments by identifying specific dimensions of a retailscape
tail locations in the surf industry, we provide empirical evi- where global meanings and local differences are welcome and
dence to support our argument that patterned localization of celebrated. Further, we assert that localized globalization also
global brands (e.g., merchandise that references specific local requires globalized localization. This duality allows a USD
landmarks and geographies) is effectively supported by in- $115 billion global market to feel idiosyncratically local and
store curations of a glocal retail environment, or retailscape. intimately connected with the many and varied instantiations
Specifically, we apply a global structure of common differ- of surf culture.
ence framework (Wilk 1995) that posits global hegemony ex- Ultimately, our findings reveal particular dimensions of
ists in structural form, rather than content, to investigate the global common form that establish a foundation for in-store
central question, “How do retailers use in-store curations and curation that supports variation of global and local content and
physical space to create a glocal retailscape?” This question the creation of a glocal retailscape. We provide a backdrop
has two parts: 1) What are the dimensions of global form that of global, local, and glocal phenomena and highlight the rela-
constitute a common retail structure? 2) How does the vari- tionship between brandscapes and retailscapes, as a particular
ety of global and local content support the in-store curation of type of servicescape, to lay the foundation for how a physical
a glocal retailscape? Importantly, in our quest to understand retailscape can be conceptualized as an SCD. We describe the
how global brands can localize their presence, we show that methodology for examining global common structure and how
local brands and retail locations contribute to global struc- local instantiations and in-store curations contribute to glocal
tures by connecting their local content to both global content variety. Our findings reveal a multi-dimensional framework
and form. We further argue that global brands benefit from for conceptualizing glocal retailscapes that highlights several
linking to glocal retailscapes because they help to align lo- dimensions of global cultural form, which enable variation
cal communities with global markets, which include common of both global and local content. This framework provides a
practices, lifestyles, and cultures. common global structure to diffuse retailscapes, which varies
Global markets are constructed through the world- by the degree of global and local content. This glocal mixture
wide movement of people, materials, and meanings perpetuates global meanings of surfing while maintaining lo-
(Appadurai 1990). However, for this to occur, global mar- cal cultural identity and contributes to the reshaping of both
ket phenomena must be arranged into identifiable pat- global and local markets. We discuss how glocal retailscapes
terns and diffused through adaptation across diverse locales can create a bridge between global brands and the local com-
(Akaka et al., 2022). Wilk (1995) suggests that structures of munity. We highlight how managers can use our framework
common difference (SCD) are stabilizing mechanisms that en- to create glocal retailscapes, which can serve as a strategy
able movement of patterned phenomena across local cultures. for reinvigorating global brands in local spaces and integrat-
Hence, globalization represents a hegemony of form (the rel- ing local brands into the global market. We conclude with a
atively enduring patterns of connections between and among pathway for future research.
global phenomena) that people recognize across different cul-
tural contexts. For example, in many regions of the world, a Conceptual background
store that carries an assortment of fresh and processed food,
beverages, hygiene products, household cleaning supplies, and Global, local and glocal phenomena
a limited array of often exclusive- or nondurable home dé-
cor, would be recognized as a grocery store. Importantly, the Global markets are scaffold by five “scapes” – medias-
specific content (products and the assortment offered) vary by capes, finanscapes, technoscapes, ideoscapes, and ethnoscapes
locale. In this view, the intersection between global and local – proposed by Appadurai (1990), which highlight the mul-
is both homogeneous and heterogeneous; it is the commonal- tiplicity of global structure and importance in studying the
ity of cultural form that enables us to identify differences in movement of materials, meanings and symbols throughout
cultural content. While globalization is presumed to be hege- global contexts. Mediascapes provide the pathways to com-
monic imperialistic intrusion of Western artifacts, ideas, and municate information, which include a variety of media,
practices (e.g., Levitt 1993), this assertion mutes the agency such as newspapers, magazines, television, movies, the in-
of localities and obfuscates the role of common forms that ternet, and social media. Finanscapes enable the movement
enable certain types of local cultural differences to be recog- of money through currency markets and national stock ex-
nized. changes as well as crypto currency. Technoscapes establish
Our empirical analysis investigates surf retailers across a configuration of global movement of novel ideas, prod-
three distinct geographic regions (Hawaii, California, and Rio ucts, and services, both mechanical and informational, which

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not only support movement of material artifacts but also in- in-store curations of global and local content and creation of
crease the capacity and speed at which such things can be glocal retailscapes.
moved. Ideoscapes emerge through the movement of ideolo- Global SCD were first identified in the context of beauty
gies and counter-ideologies and the making of worldviews pageants where a complex concept of beauty is codified (e.g.,
such as freedom, welfare, rights, sovereignty, and democracy. preferred skin tones, eye colors, hair textures, body shapes,
Ethnoscapes are made up of a kaleidoscope of lived experi- poise, symmetry and balance of features, height and weight
ences of tourists, immigrants, and other individuals who move ratios, a display of artistic talent) with very localized cul-
around the world. tural tastes (Wilk 1995). Wilk’s (1995: 111) SCD framework
While global markets are scaffold by repeated patterns reflects how a “global cultural system promotes difference
or standardized form, local practices are carried across and instead of suppressing it, but difference of a particular kind.
picked up by multiple locales (Akaka et al., 2022), and as Its hegemony is not of content, but of form” (p. 118). SCD
they travel via movement along distinct global “scapes”, the are widely recognized global forms that enable patterned re-
local becomes the global as well (Appadurai 1990). The in- lationships among phenomena to move across a multitude of
tersection of these scapes provide a global common structure locales while retaining trace elements of local cultural con-
that supports the movement of manufactured product and re- tent (Wilk 1995). This framework enables the identification
tail operations as well as replication of physical locations. of a global common structure, such as beauty pageants or re-
Although traditional approaches to globalization tend to pro- tail stores, and then considers the dimensions through which
mote the idea of global hegemony and unidirectional influ- local instantiations may vary.
ence, “the suffix -scape allows us to point to the fluid, ir- Wilk’s initial exploration of the SCD framework (1995:
regular shapes of these landscapes, shapes that characterize 118) proposes that the “local,” ethnic, and “national” ele-
international capital as deeply as they do international cloth- ments should not be viewed as opposing or resisting global
ing styles” (Appadurai 1990, emphasis in original). This view culture. Wilk’s (1995) research illuminates the variations in
suggests that the global and local are interrelated and under- local perspectives by suggesting that global similarities stem
scores the need to better understand the “glocal” (Robert- from underlying structures, rather than specific content. His
son 1995) nature of market offerings and experiences. Al- investigation underscores how SCDs, such as beauty pageants,
though prior research on localization focuses on an alter- play a role in delineating the concepts of beauty specific to
native to standardization strategy that can help large global the local context in Belize as opposed to other local cultures.
brands and retailers meet the unique needs of local communi- These shared structures establish a standardized framework
ties (Rigby and Vishwanath 2006), glocalization underscores that facilitates the articulation of distinctions and creates a le-
the convergence of the global and the local to structure unique gitimate basis for comparing and contrasting local cultural nu-
contexts and experiences. Deeply engaging with local commu- ances. Through the platform of beauty pageants, global SCDs
nities involves more than customizing products to meet cus- contribute to the identification and magnification of the facets
tomer demand, and prior research on customer relationships of beauty, such as preferred skin tones, eye colors, hair tex-
with local retailers (c.f., Stone 1954) reveals loyalty to local tures, and body shapes, across which cultural diversities can
merchants can be driven by a variety of reasons including be discerned and celebrated.
1) price, quality, and variety, 2) relationships between people The SCD framework (Wilk 1995) found application and
and employees, 3) moral obligation to keep local merchants expansion in the examination of global brands and con-
in business, and 4) convenience. For example, in India, where sumer cultures. Previous research on consumption employs
shoppers traditionally purchase goods from local stores, the the SCD framework to present evidence of the coexistence
influx of cosmopolitan options and global brands did little to of global structures and local content. Thompson and Ar-
sway customers and loyalty to local stores remains (Pandey sel (2004) delve into the underlying structures of shared dis-
et al., 2014). Although there is evidence that local communi- tinctions that contribute to the glocalization of Starbucks, re-
ties value localized offerings and supporting local merchants, vealing how these global structures can yield varying inter-
very little research considers the merit of global brands pretations of the brand in diverse cultural contexts – rang-
partnering with local brands and retailers toward market ing from positive to negative. Expanding the scope of the
success. SCD framework beyond individual brands, Kjeldgaard and
Table 1 provides an overview relevant global, local, and Askegaard (2006) explore the adaptation of youth culture by
glocal concepts as a backdrop for studying the dynamic rela- analyzing the common distinctions in youth segments between
tionships between global and local phenomena and highlights two countries. They identify the global youth segment as an
the difference between localization as customized offerings example of an SCD, characterized by cultural disparities along
and glocalization as the construction of cultural differentia- specific dimensions that are at once globalized (e.g., a shared
tion among customer groups. This glocal view extends the ethos and style of consumption) while allowing for punctu-
localization of global brands beyond customized products, to- ated spaces of localization where Danish and US articulations
wards shaping brand and customer identity at the intersec- may differ (Kjeldgaard and Askegaard 2006).
tion of global markets and local traditions. We elaborate on Examining the flow of meanings from global to lo-
the SCD framework below to provide a lens for investigat- cal realms, Askegaard and Eckhardt (2012) investigate the
ing how localization of global brands is supported through reintegration of globally popularized yoga into the lo-

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Table 1
Overview of global, local and glocal concepts.

Concept Description References

Globalscapes Five “scapes” or flows through which local contexts are interconnected Appadurai 1990
and shape broader global resources and meanings - mediascapes,
finanscapes, technoscapes, ideoscapes, and ethnoscapes.
Globalization A dynamic, dialectical processes that increasingly interconnects and Giddens 2001
influences distinct localities and, in turn, shapes global structure.
Localization Customization of offerings for local markets, including stores, product Rigby and Vishwanath 2006
lines, and alternative approaches to pricing, marketing, and staffing.
Glocalization The construction of differentiation among consumers that highlights Robertson 1995
diversity among groups and establishes unique local consumer traditions
within the context of a global market.
Structures of Common Global structures that organize diversity across particular dimensions Wilk 1995
Difference (SCD) that establish a hegemony of structure or form, not content. The
variations in global and local content reveal differences across groups.
Examples of SCD Studies Distinction between globally branded Starbucks and local coffee culture, Thompson and Arsel 2004;
common global ethos of youth culture intertwined with distinct local Kjellgaard and Askegaard 2006;
instantiations, global yoga meanings returning to ancient cultural origins Askegaard and Eckhardt 2012
and establishing new markets.

cal consumption landscape of India. Their study extends brandscapes themselves are not place- or space- bound and
Wilk’s (1995) framework by illustrating how SCDs can be may be local, regional, or global.
identified through “reflexive culture,” highlighting the occur- Retailscapes are a type of servicescape (Bitner 1992),
rence of glocalization when global practices take root in deep which was originally used to describe a particular service
local traditions. Global markets associated with coffee are (Zeithalm et al., 2009) setting through which market ex-
marked by derivations of coffee roasts, availably of coffee changes are performed, delivered, and consumed. Retailscapes
drinks, impersonal servicescapes, and behavioral expectations are a particular subset of servicescapes because they offer
in the retail environments - any of which may be overtly a retail “service” within a physical location, but their ser-
subverted in local coffee shops’ practices (Thompson and Ar- vice entails the curation of artifacts, often called merchan-
sel 2004). SCD provide a familiar form at the global level dise. Retailscapes refer to location-based, in-store merchan-
and simultaneously articulate allowances for local variation, dise curation, symbolic aesthetics, and layouts. Even global
which establishes a framework for exploring the relationship brands cater in at least some ways to the local store’s con-
between global brands and local retail spaces. sumers through their merchandise curation including prod-
uct mix, product size assortment and color or aesthetic array
Brandscapes and retailscapes (Mantrala, et al. 2009). Although tangible goods are recog-
nized as distinct from service (Zeithaml et al., 1985), retail-
A global brand is scaffold by a brandscape, which ers often provide a service through which tangible goods are
refers to all brand content past and current that con- purchased. Thus, a retail store is considered as a service be-
tinually moves over time and space across various cause it maintains characteristics such as intangibility, het-
“scapes” (Appadurai 1990) and informs the brand’s identity erogeneity, inseparability, and perishability and, is considered
(Askegaard 2006; Klingmann 2010). It encompasses all fac- a type of servicescape. Although retailscapes are experien-
tors and elements that influence a brand’s identity, percep- tial and temporally current (Spitzkat and Fuentes 2019) and
tion, and competitiveness within its global and local mar- change over time, their past incarnations become part of the
kets. This multifaceted concept includes but is not limited to retailer’s broader brandscape.
firm-controlled elements such as products, services, service Rosenbaum and Massiah (2011) extend the concept of
props, ingredients, paid and/or endorsed messaging, logo and servicescape beyond the physical establishments that house
brand aesthetics, packaging, pricing, spokesbeings (celebri- various types of service provision and identified four key
ties, people, animals, cartoon characters, or avatars that con- dimensions: physical dimension, social dimension, socially-
tribute to the firm-controlled brand voice), digital assets, re- symbolic dimension, and natural dimension. This extension
tailscapes, and cobranding relationships (Klingmann 2010; of servicescape informs the understanding of retailscape be-
Stevens, Maclaran, and Brown 2019) – all of which di- cause it maintains the physical elements of a service provider
rectly impact the brand’s market positioning and consumer and includes social, symbolic and natural elements as well.
perception. A brandscape also includes competitors’ mes- As its label denotes, the physical dimension encompasses all
saging, review content, professional critics, influencer con- physical elements of a service, including ambient conditions,
tent, brand fan activity, regulatory policies that impact the space/function and signs and symbols. The social dimension
brand (Klingmann 2010), and anti-brand consumer activism of a retailscape includes a multitude of customers and em-
(Thompson and Arsel 2004). Although global brands involve ployees, and the relationships and interactions among them.
worldwide movement of people, materials, and meanings, The socially-symbolic dimension reflects cultural nuances of

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Table 2
Brandscapes and retailscapes.

Brandscapes Retailscapes
Material Assortment Past and Current Products, Service Props, Current Curation of Brands and Merchandise
Spokesbeings
Symbolic Meaning Past and Current Logo, Brand Aesthetics, Signage, Current Curation of Signage and Communications
Messaging
Physical Space Past and Current Branded Retailscape, Corporate Current Locations and In-store Layout
Headquarters
Social Roles Past and Current Brand Employees, Consumers, Current Retail Employees and Consumers
Critics, Influencers, Regulatory Entites, Citizens

a retail space, in that it involves ethnic symbols and material Further, we assert that the in-store curation of physical re-
artifacts, but in general these are used for display purposes tail experiences helps to bridge the divide between global
and to create an ambiance in a physical space (e.g., artwork markets and local communities through the creation of glo-
or signage). The natural dimension is included to emphasize cal retailscapes. Glocalization (Robertson 1995) embodies the
how nature can contribute to a servicescape or retailscape be- process through which global elements (such as worldwide
cause it provides a connection to, or distance from, a place brands and ideas) are integrated with local elements and
and has the potential to stir up emotions. Table 2 distinguishes unique customer identities emerge through the lens of glo-
between a brandscape as constituted by past and current brand cal interpretations. This glocal approach highlights the dy-
elements, across time and space, and a retailscape as the namic interplay where the “global continuously merges with
present or current establishment of a physical retail space. the local, while the local simultaneously embraces the global”
It is helpful to take a closer look at how the re- (Kjeldgaard and Askegaard 2006: 234). However, in contrast
tailscape is studied to better understand the relationship be- to Wilk’s (1995) assertion that SCD are created top-down,
tween a glocalized retailscape and the SCD as presented our data suggest that it is not only the global structure that
above. Retailscapes are considered a culture of spectacle influences the local meanings, but local meanings can alter
(Deighton 1992; Peñaloza, 2001). Kozinets et al. (2002) states the global structure and alternative forms can emerge and
that to realize the present-day enterprise, in which stores tell evolve through social movements, introducing different ways
stories, retail marketers pay ever more detailed attention to es- of thinking that oppose the status quo (Lounsbury 2005).
thetics and to the processes by which consumers make mean-
ing out of their physical experience to place. Further, the cre- Methodology
ation of myths surrounding brands, spaces, and celebrities is
a good way to stage a narrative, and therefore, a retail space. Inspired by the ethnographic approaches used in the con-
Arnould (2005) follows this idea claiming that retailing in- sumer culture thoery (CCT) tradition (c.f., Arnould and Price
novation resides in the managerial ability to both evaluate 1988; Borghini et al. 2009; Schau et al. 2009; Dolbec and Fis-
the cultural projects that motivate consumers and compete cher 2015), we employ an interpretative, specifically ethno-
for shares of these consumers’ cultural resources. graphic approach to empirically investigate the reigning surf
Visiting Niketown in Chicago (USA), Peñaloza (1998) glocal retailscapes. The aim is to understand how these re-
shows that more important than the product display, is the tailscapes emerge through the in-store curations of both ma-
story that was told to the consumer as they entered the store. terial and non-material elements.
The interspatial setting, signage, and ambiance are important,
but not to emphasize product characteristics; rather to cre- Context
ate meaning. Action, adventure, potentialities, are some of
these meanings created by texts, high ceilings, and celebrity We examine surf retailing toward understanding global,
displays and memorabilia (Peñaloza, 1998). Similar aspects local, and glocal retail strategies. Next, we offer a context
of space are found investigating a stock show and rodeo in overview.
Western US (Peñaloza, 2001). In that study, it is clear that at-
tending the show has meaning to consumers, like celebrating The surf market
the conquering of the West (Peñaloza, 2001). It is impor- The global surf-related industry consists of 20 identified
tant to note that in this situation, meanings are created and subindustries: surfboard manufacturing, wetsuit manufactur-
negotiated between the visitors, ranchers, merchants, and all ing, surf apparel and fashion, surf accessories, surfing equip-
participants involved with the show. Furthermore, the cultural ment retail, surf schools and camps, surf travel and tourism,
stories are brought to life through interactions with material surfboard repair and customization, surfboard rental, surf me-
artifacts, such as clothing, décor, and physical layout, as well dia and publishing, professional surfing competitions, surfing
as the animals and entertainment. events and festivals, surfboard shapers and designers, surf-
Expanding on existing research on both brandscapes and board fin manufacturers, surfboard art and design, surf clubs
retailscapes as a subset of servicescapes, we argue that mar- and associations, surfing technology, surfboard storage and
ket phenomena interact to shape the evolution of retailscapes. transportation, environmental and conservation organizations,

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and surf music and art. Two subindustries make up USD $115 US. We also collected pictures of surf retailers available on-
billion in global market activity; surf-related products gener- line.
ate more than USD $50 billion and surf tourism accounts for Using two protocols designed for surf consumers and man-
USD $65 billion (SIMA 2023). agers respectively, we conducted 35 semi-structured, in-depth
interviews with surf consumers, store managers (local and
Surfers global) and brand managers of four of the largest global
There are an estimated 35 million surfers (SIMA 2023). surf brands (Quiksilver, Billabong, Rip Curl, and Hurley). A
It is a sport that may be practiced most of one’s lifetime, semi-structured and open-ended interview format addresses
yet 87% of all surfers are under the age of 45 (Surf Industry a baseline set of issues across informants and across infor-
Members Association 2023). Surfers tend to be male (65%), mant categories (consumers and mangers) while maintaining
affluent (above USD $100,000 annual income), well-educated, sufficient flexibility to allow unanticipated themes to surface
leading active lifestyles that include running, hiking, swim- (Spradley 1979). Interviews lasted between 25 and 90 min.
ming, bicycling, snowboarding, and skateboarding. Author-created videos of surf retailscapes and informant
interviews, as well as purchased and gifted artifacts (cloth-
The surf tees product category ing, hats, bottles, stickers, skateboards) are included in our
The global surfing apparel and accessories market size is analysis. These materials provide widely dispersed portray-
valued at roughly USD 9.3 billion and is expected to grow als of the surf narrative that undergird the surf market. We
at a compound annual growth rate (CAGR) of 5.5% from summarize our data in Table 3.
2023 to 2030 (Grand View Research 2023). The surf t-shirt
product segment is anticipated to record the largest industry Data analysis
CAGR T 6.6% over the 2023–2030 forecast period (Grand
View Research 2023). Surf tees are typically highly durable Data analysis was guided by abductive analysis
and resistant to fading and damage from exposure to saltwater, (Timmermans and Tavory 2012), which relies on a “creative
sun, and chlorine. Surf tees are important to beach fashion and inferential process” to generate novel theoretical insights;
wellness because they are often treated with UV protection interviews were coded, and themes were distilled using the
to safeguard wearers from excessive sun exposure associate constant comparative method of analysis to disentangle form
with skin cancer. Surf tees are worn as a standalone top, but and content of the retailscape (Spiggle 1994). The initial
can be layered under a neoprene wetsuit for added warmth interviews were analyzed separately and then reinterpreted
and protection. In addition to their functional properties, surf comparatively. Subsequent interviews were analyzed in light
tees often feature unique and colorful designs that reflect surf of previous interviews and performed in an iterative style,
lifestyle and culture. They may include graphics, logos, or or hermeneutic circle of understanding (Schwandt 1997). We
slogans that celebrate the ocean, waves, and coastline. thematically coded the data iteratively and sought researcher
agreement when coding discrepancies emerged. Related to
Research team the spatial environment of the stores, we analyze how the
display cases, messages and product assortments help to
The research team is comprised of three marketing schol- create a cohesive surf narrative, ideal lifestyle, and nostalgia.
ars: two females and one male. The team represents deep ties We coded the consumer interviews for perceptions of con-
to the surfing market in two distinct regions in the United sumers in the retailscape and meanings of surf products. We
States of America (California and Hawaii) and coastal Brazil also coded for the role of marketing managers (brands and
(Rio Grande do Sul). All three team members have each been store managers) in the creating surf retailscapes.
involved in the sport for two to four decades. The diversity in
the research team is important to capture multiple dimensions Findings
of the context.
Our findings reveal the SCD is not only a top-down phe-
Data nomenon as Wilk (1995) asserts. Our data show that glo-
cal retailscapes do not merely articulate the local differenti-
We use a mix of qualitative techniques (participant ob- ation, but rather, they contribute to the SCD itself (the form
servation, naturalistic observation, and interviews) to collect within which difference is recognized) by adjusting the cal-
data in Brazil (Rio Grande do Sul) and the US (California and culus of global and local content. Rather than replicating dis-
Hawaii) from 2009 to 2023. Each source of data contributes crete dimensions of local difference, local retailers and brands
unique insights to the surf retailscape (retailer tactics, brand both integrate and challenge global structures in their effort
strategies, and consumer perceptions). Together they weave a to maintain local authenticity and promote a glocal brand
strategic tapestry that scaffolds the surf market. identity, which is rooted in the connection between the lo-
We conducted participant and naturalistic observation of 42 cal community and the global surf culture. At its core, a glo-
surf stores. We examined each retail store’s layout, including cal retailscape is a dynamic and intricate SCD that shapes the
the internal and external décor and product selections. We consumer experience that bridges physical retail environments
amassed 611 photographs of store locations in Brazil and the with amorphous global brands and markets. It represents the

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Table 3
Data table.

Data Type Source Description Purpose/Insights

Participant Authors We visited and made direct contact with We capture the exterior and interior décor, store
observation managers and consumers in surf stores in layout and product assortment. We observed in-store
Brazil and the US in 2009–2023. All behaviors (store personnel and consumers). We
observations were followed by photographs, engaged in informal conversations with sellers and
videos and written field notes. consumers to better understand the narratives related
to displays, product arrays and messaging.
Naturalistic Authors We visited surf stores in Brazil and the US We capture the exterior and interior décor, store
Observation from 2009 to 2023 but did not have direct layout, and product assortment. We observed in-store
contact with store managers and consumers. behaviors (store personnel and consumers).
All observations were followed by field
notes. Photographs were taken of public
displays.
Interviews Authors 35semi-structured, in-depth interviews were Using interview guides for managers and consumers
conducted in Brazil (18) and the US (17). respectively, we accessed insights regarding the
Interviews were audio recorded when retailscape. We utilized open ended questioning to
permitted and field notes were generated. allow for deeper emic insights than we could
anticipate a priori. We directly inquired about the
décor, product assortments and their meanings. We
probed the informants’ perceptions of the origins of
the global retailscape and the existence of any local
variations.
Photographs Authors, Company 611 photographs of surf stores were taken The photographs were coded: exterior and interior
Websites between 2009 and 2023 and collected via décor, product assortment, and layout. When
corporate websites. augmented with informant and researcher insights
meanings were distilled. A common retailscape was
identified.
Videos Authors More than 30 videos were filmed in Brazil Like photographs, videos are useful to access the
and the US in 2010, 2011 and 2015. Video retailscape. Videos add a record of the flow of the
content focused on retailscapes and, with retailscape. Additionally, when interviews were video
permission, augmented the interviews. recorded, we were able to analyze facial expressions
etc. unavailable in audio recordings.
Cultural Artifacts Author Purchased or T-shirts, skateboards, hoodies, footwear, The cultural artifacts are embedded with meanings,
Manager Gifted hats, bottles,and stickers were purchased by perceptions and feelings related to the observations
the authors or presented to the authors by and interviews. They were analyzed alongside the
companies during data collection. other data to better understand the retailscape.

sum of various elements—physical layout, visual merchandis- In our data, the physical space acts as the foundation upon
ing, sensory cues, and more—intertwined to create a cultural which the entire retailscape is built. From the store’s use of
narrative. The structured arrangement of global common form global brand produced imagery, its potential proximity to the
serves as the scaffolding on which both global brands and lo- ocean, the layout of shelves to the arrangement of aisles, and
cal retailers strategically orchestrate various global and local the spatial organization of surfing artifacts or fashion acces-
content, such as images, music, scents, and merchandise, to sories directly impacts a customer experiences a retail envi-
maintain their essence of the global surfing narrative, rooted ronment. The physical space influences basic senses, such as
in the 1960 s California beach culture, and integrate local cul- sight, smell, and touch, as well as movement throughout a
tural nuances. space and interaction with other employees and customers.
The proposed empirically derived framework (Fig. 1) de- We find that nature is critical in the physicality of a glocal
picts the SCD operating in global surf retail, common form retail space in the surfing industry, particularly because of the
is reflected in strongly patterned and nearly identical product natural elements required to perform the practice of surfing
types and store layouts that exist across geographic regions. (Akaka et al., 2022) and surfers’ emotional experiences with
More specifically, we find that the global common form of nature (Canniford and Shankar 2013). This essential aspect,
a retailscape is made up of physical space, material assort- combined with architectural elements and interior design, sets
ment, social roles, and symbolic meaning. Within the globally the stage for consumers to experience a brand’s unique atmo-
patterned retailscapes, there is global content that reflects the sphere and aesthetic.
reach of surf culture and local content that articulates local Also central to a retailscape’s common form is the mate-
and store-level differences. This curation of content ensures rial assortment, encompassing the products, merchandise dis-
that the brands and retail operations are aligned with global plays, and fixtures that populate the space. These elements are
markets but make unique connections with local culture as carefully curated to align with the brand’s image and target
well. audience. The careful arrangement of products not only influ-

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Fig. 1. Global common form and global and local content.

ences consumer behavior but also communicates the brand’s tent and the creation of a glocal retailscape. Details from the
relationship to the global and the local. Equally important are data regarding each of these dimensions of common form
the social roles of people —store personnel and customers— and their variations in global and local content are provided
who animate the retailscape. The interactions among these below. Please note that we tease apart these elements for ana-
employees and customers contribute to the social dynamics lytical purposes and to further our understanding but they are
and atmosphere within the store. Whereas friendly and knowl- intimately intertwined.
edgeable staff enhance customer experience, the presence of
local employees and customers can influence the ambiance Physical space
and authenticity of the brand as well.
To reflect and maintain a glocal retailscape, symbolic Within a retailscape, physical space stands as a universal
meanings are needed. These represent the underlying story and enduring global common form. To maintain a global con-
and messaging that global and local brands communicate nection with a particular brand, physical spaces are used to
through communications and signage. In a retailscape, sym- transcend geographical boundaries to shape consistent con-
bolic meanings are often conveyed through visual merchan- sumer experiences across the world. The store location, lay-
dising, signage, and woven throughout the store layout. In out, architecture, and spatial design of a retail environment
surfing, nature is particularly salient because the sport that play a pivotal role in influencing customers’ perceptions,
undergirds the surf lifestyle takes place in the ocean often behaviors, and emotional connections. Surf retailers located
near the shoreline. Retailscapes are replete with global brand in large shopping malls provide a different experience from
produced symbolic imagery of white sand beaches, bikinis those located at beach front boardwalks or shopping centers.
and boardsorts, clean glassy waves and impressive athletic The arrangement of shelves, aisles, and displays mold the flow
maneuvers as well as the athletes who are well known for of movement, encourage exploration, and guide customers
winning international surfing competitions. Ultimately, the in- through a curated journey. The physical space communicates
tegration of physical space, material assortment, social roles, a brand’s ethos and resonates with diverse audiences. In the
and symbolic meanings provides a global common structure surfshops we observed and photographed, tactile interactions
and allows for the in-store curation of global and local con- such as trying on a garment, and sensory engagements, such

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as the scent of surf wax, watching surf videos, and listening

to surfing music, enhance the physical space and connects
customers with a shared culture beyond the retailscape.

Location
Location is the geographical anchor that influences a
store’s accessibility, visibility, and its potential to attract par-
ticular types of foot traffic. The location of a retail space
plays a crucial role in shaping its identity and customer base
– the same retail brand in different locations can have a very Fig. 2. Global content on the exterior of south coast surf shop, Pacific Beach,
different experience and type of customer. For example, retail CA.
shops in tourist locations are often visited by people who are
not part of the local community and may be seeking a more
global experience - they don’t want to walk into a store with
sand on the ground. We find that the locations of surf retail
stores are found in a wide range of locations, from high-end
shopping malls very far away from the ocean to small local
beach towns right along the shore. In some cases, the brands
are the same, but other dimensions of the retailscape also vary
depending on location and the extent of global and local con-
tent differ as well. In other cases, the retail stores located in
small beach front towns are unique to that area, but they will
sell global brands to maintain their connection to the broader
surf culture. In either case, physical location is foundational
to the glocalization of a retailscape. It strongly reflects the
Fig. 3. Global content on the exterior of beachworks in San Diego, CA.
locality of a retailscape in that stores that are situated along a
coastal area can be viewed as more integral to a local surfing
community (e.g., where a surfer might go to buy wax for his curious, the surf styled and the surfers… We have to be
board or replace a leash if it breaks) than those stores located where they’re at not in some remote building imagining
in large malls or shopping centers far away from the ocean. what they want.
The global content entices casual beach culture enthusiasts
Global content. Global location content refers to the repeti-
and tourists who may not engage in the sport toward the store
tion of physical retail spaces, often tightly connected to global
with the promise of dependably high-quality beachwear. The
brands, that are selected because of their proximity to natu-
action-oriented global images appeal to the local surfers as it
ral elements, local communities and/or other similar brands
showcases their sport to all proximal and references surf gear
or retailers. The global content can be deployed in any surf
(wetsuits) necessary for the cold waters near their local store.
retailscape around the world. Furthermore, in their physical
Fig. 3 of Beachworks in San Diego, California shows the
locations global retail form in the surf industry often features
global brand Billabong in a slick professionally captured and
surf brands and representations of nature, such as water, sand,
edited epic (not mundane) surfing image and the tag line
trees, as well as evocative images for display across stores.
“Life’s better in boardshorts” on the external window of the
Global surf brand retail stores (e.g., Billabong, Quiksilver,
shop.
Hobie, and Rip Curl) and local surf retailers (e.g., Killer Dana
The local shops leverage multiple global brands at once.
Surf Shop, Jack’s Surfboards, Local Motion, and Blue Planet
The store manager of Beachworks, Reid, comments
Surf) display globally derived content on the store’s exterior
as well as inside the shop. Fig. 2 shows South Coast Surf We use [in the windows and on the walls] the materials
Shop with global window content and a series of global surf the brands send out. Usually, I decide which material goes
brands on the exterior of the building. up, depending on what comes into the shop. I’m trying
Noah, a lead marketing executive of a global brand offers, to set a vibe for the store. We couldn’t pull off that level
of content. You gotta have special cameras, great sets [of
we generate epic action images with sponsored and aspir-
waves], and time… they send us fresh posters to highlights
ing competitive surfers that we hope the local shops will
the new merch for the season. The vids are all vibe. They
use in their windows, and on the interior walls. We pro-
don’t send them as often. And the truth is they don’t get
duce high quality surf vids [videos] that we distribute to
stale even when you see them everyday.
the local shops and some restaurant chains that have surf
themes… they need the promotional materials to get peo- The local shops curate the global brand content offered
ple amped up [excited] and in the door and to add to their by the brands to set the atmospherics of the local stores and
vibe [retail atmospherics]. We need to connect to the surf promote the products they sell.

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Fig. 5. Brazilian local shop with clear SCD.

where surfing is and to constantly show people what it

is…. or it may be that someone else sets the beach fashion.
Miguel’s insight is that an overwhelming majority of those
who purchase items from a surf shop or products made by a
global surf brand have never and may never surf. He asserts
that people who buy golf or basketball fashion items are much
more likely to play those sports at some point in their lives.
He expresses a certain anxiety in maintaining relevant ties to
the sport to retain the authority to dictate beach fashion.
Fig. 4. Local content highlighted within global brand content.
Layout
The layout of a retail store creates a sense of place and
time – modern layouts reflect minimalist styles with few
Local content. Fig. 4 shows the global brand, Rip Curl as the clothing options and packed racks and excess inventory make
sponsor of the World Surf League Finals competition. The a space feel smaller and often dated. Store layouts are often
competition takes place at a local beach (San Clemente, CA), created through principles of design, enhancing customer nav-
and features a local airport (John Wayne Airport in Orange igation, and optimizing product presentation, but these princi-
County) as an official partner of the global WSF. ples change over time and the availability of online shopping
Here, the locale of the event and the official partner are or shipping to home can reduce the need for stores to house
local brands and the store this promotional communication is large amounts of inventory. In general, common store layouts
a local branded store, Huntington Surf and Sport, founded in ensure that shoppers, regardless of their cultural backgrounds,
and located within Huntington Beach, CA. The global brands encounter a consistent and intuitive environment that aligns
often partner with local brands for events and merchandise. with global retail standards. However, we find that the layout
These local events situate a physical retail store in a spe- is also an opportunity for local adaptation, allowing for the
cific neighborhood beach community and give global brands incorporation of cultural nuances and preferences. Tailoring
credibility in the market as Miguel, a global brand executive, the arrangement of displays, signage, and spatial flow to res-
asserts “Our brand … our relevance depends on being associ- onate with the local context (e.g., more room for people to
ated with the local surf communities. Surfing is a worldwide shop in groups or space to stand at the counter and watch
sport, but it is takes place one wave at a time. We can’t afford surf videos) creates a sense of familiarity and connection, re-
to forget that.” In surfing, the global brands must connect to sulting in a distinctive local shopping experience. essence of
the local communities and stay close to the sport and surfers a brand’s global or local identity.
evolving needs, even though most people who shop in the
surf stores are not surfers and may never enter the ocean.
Global content. Fig. 5 is from a local surf shop in Rio Grande
Returning to Miguel,
do Sul which features the global brand Rip Curl in a standard
It’s a multi-billion-dollar industry and 95% of those who layout of organized products by type/style/color, the large
shop here will never surf. They’re here to get the surf brand logos and the corporate polished surf images. The local
style of the season. These promotional messages are all is not highlighted in the layout.
they know. I don’t think that’s true of say golf or even There is nothing in the image that sets this off as being
basketball… we need to be connected to the communities from Brazil. Paulo a local store owner explains,

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Fig. 6. Global brands with local references.

Surfing started in Hawaii and its associated with California Fig. 7. Global content at local retailer, Huntington Surf and Sport, CA.
and Australia… Brazil is a relative newcomer. We need to
show that we are surf culture. It’s easy to do that if we have
the right [global] brands and the right shop arrangement
[layout]. recognized products that resonate across cultures, such as
t-shirts, stickers, hoodies, boardshorts and bathing suits that
The Brazilian shop is difficult to distinguish from any foster a cohesive global shopping experience and have a clear
other surf shop in the world because of the dominance of connection with the global market of surfing. Local adapta-
both global content and the replicated global common form. tion of the material assortment is most evident in areas that
Whereas more heavily localized content might establish a need special equipment to engage in the practice of surfing,
more locally structured layout with hints of local cultural flair such as neoprene wetsuits for cold water, water shoes for
built into the architecture or showcases and display walls, this sharp reefs, or different types and sizes of boards that work
local surfshop is striving to fit in with the global narrative and best with local waves. However, merchandise varity can also
has adjusted the weight of global content accordingly. vary through images imprinted on standard products (e.g.,
Hawaiian Islands on a T-shirt) allowing for the integration
Local content. Fig. 6 shows the familiar layout with large of region-specific products, designs, and aesthetics. By tai-
surf brands, RVCA, Nixon, Reef and Oakley, but with high- loring offerings to the local culture, the retailscape cultivates
lights to the specific location: South Coast. an authentic connection with the community, creating a dis-
Here the local is interspersed with the global brands. At tinctive and meaningful local experience. This integration of
first glance this looks familiar, but it is highly unusual for globally common merchandise with local symbols and lan-
other fashion brands to reference the local retail store where guage highlights a retail store’s global brand presence but also
they are sold. Also, notice that boards are relegated to the underscores its commitment to engaging with and embracing
walls of back corner yielding the higher trafficked floor space the uniqueness of local communities.
to the surf lifestyle clothing. This will be addressed below.
Global content. Fig. 7 is of the storefront of Huntington
Material assortment Surf and Sport, a local Southern California surf-oriented retail
chain. Above the door is the global surf brand Quiksilver. Al-
A retail store’s material assortment involves curation of though not the focus of this image, please note that the layout
merchandise and brands. Retail stores are known for bringing is again standard.
together a multitude of products and brands that often make Lara, a store manager, says, “Tourists don’t know our shop
up multiple departments (e.g., Macy’s, Nordstrom, Target) or from any other, but they are looking for the global brands…
support a particular hobby (e.g., Dick’s sporting goods) or they ones they’ve hear of…” the local stores get tourist traffic
lifestyle (e.g., Williams Sonoma). Even retail brands, such as because they lead with the global brands. Lara’s comments
Lulu Lemon will have co-branding partnerships (e.g., with indicate that locals can tell the difference between shops but
Peloton) to increase the reach of a brand across multiple cus- the table stakes to being in the surf retail game are the com-
tomer segments. Material assortment for global retail brands mon merchandise that is found across all surf shops – from
cater to a diverse range of customer preferences while simul- equipment to apparel to accessories that reflect the practice
taneously reflecting the brand’s global identity. and culture of surfing.

Merchandise Local content. Fig. 8 shows the global brands Rip Curl and
We find the global retail brands in our data offer an as- Roxy alongside the local California merchandise. Some of the
sortment of merchandise that can encapsulate internationally Rip Curl merchandise is customized to the local environment

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Fig. 8. Rip Curl and the California flag are brought together.
Fig. 10. Glocal content mashing up the global and local.

Brands
By combining internationally renowned brands with
uniquely local ones, retailscapes draw on commitment to lo-
cal companies and the strength of global brands. We find that
whereas global brands bring a sense of familiarity and pres-
tige, the inclusion of local brands infuses authenticity and
a sense of belonging, capturing the essence of the commu-
nity and catering to specific local cultural preferences, such
as food. The intermingling of global and local brands in a
single retail space captures the essence of a globalized yet
localized approach, but the extent to which a retailscape in-
cludes global and local brands varies. The specifics of global
and local content on the branded merchandise are important
considerations cultivating a glocal retailscape.

Fig. 9. Local California surf shop with global brands and locally made Global content. Fig. 10 shows the global brand Billabong is
boards. alongside pan-local merchandise that calls our Laguna Beach,
CA, CocoBeach, FA, and Honolulu, HI as Riders of the Sea
brand affiliates.
The shirts are across the aisle from the Oakley sunglass
by including words such as “pacific” reflecting a sense of display. Note that Riders of the Sea is a 1904 play by Irish
belonging in the coastal region. playwright John Millington reimagined here as a surf-oriented
Also in Fig. 8, the display features Rip Curl action images reference. It is a mashup of local that is global in its orien-
and a video display imparting the global scene on the local tation.
California retailscape along with apparel commonly worn by Fig. 11 is of the HIC surf shop greets customers at the
surfers in the California region, including flannels and pon- door with global brand Volcom with the Hawaiian locale
chos. Likewise, in Fig. 9 the global brands (Dakine and Vans) emblazoned on the surf image. Researcher fieldnotes reveal
are prominently displayed and occupying the majority of the the common layouts across locales which include atmospher-
retail floor with clear brand logos and brand catchphrases (Off ics featuring clean lines but little natural light. Common
the Wall) that meaningfully connect to the global surf market. across the surf shops examined are windows covered in global
The local brands are presented alongside the global brands in brands’ posters, overall low light to favor the highlighted im-
the layout, as on par, or peers. ages and videos and lighted signs and displays.
The branding is eclectic and at once global and local – Leia, a surf shop consumer notes, “the shops are always
creating an aggregate glocalness. The boards in the racks are a little dim lit. I think it’s ironic… it might be because it’s
all made or modified locally. Their logos are smaller and un- the vibe or maybe because people are trying on swimsuits,
familiar to beachwear aficionados and tourists but are known but low lighting.” The low light is in contrast to the bright
and meaningful to the local surfers in this local Southern Cal- lights of the beach region outside. According to Eduardo a
ifornia store. global brand manager, “we [global brands] set the surf scene

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Fig. 11. Hawaiian surf shop.

Fig. 13. Global and local brands strategically meshing in southern CA surf
shop.

ence. The interactions and behaviors of both employees and

customers collectively shape the ambiance and dynamics of
the retail environment. Customers in our data reflect diverse
backgrounds and preferences and engage with the retailscape
in a manner that reflects their individual and collective iden-
tities. At the same time, employees act as cultural interme-
diaries, infusing the retailscape with their own perspectives,
lifestyles and experiences. Their interactions with customers,
visual merchandising choices, and customer service practices
Fig. 12. Local woodworker and reef connected in a local surf shop in Dana collectively contribute to the global or local essence of the
Point, CA. space. For example, surf retailers, such as Billabong, Quiksil-
ver, and Roxy, with lenient return or exchange policies often
up and the lighting is part of that. We suggest stores use less reflect a global brand’s ability to cover the losses of returned
overhead lighting than other retailers for contrast. We want merchandise and many independent local surfshops will have
consumers to focus on the imagery.” The global brands dictate strict return policies so they avoid absorbing the costs. We
the lighting that offers their content in the most favorable way. find that the employee and customer actions and interactions,
as well as their relationships, are critical drivers of integrating
global and local content into a glocal retailscape.
Local content. Fig. 12 showcases a local brand, Wavecrest,
a contractor that creates woodcrafts. This brand is alongside
global brand Reef on floormats in a surf shop in Dana Point. Employees
Here, the brands are equated despite extreme disparity in Retail employees play a critical role in the localization
size and scope. The retailscape treats the multi-million/billion of global brands within a specific local market. In particu-
dollar brand (Reef) on the same plane as the local en- lar, salespeople and store managers become cultural ambas-
trepreneurial brand (Wavecrest). sadors of the brand and have a unique role in connecting
Fig. 13 shows the local brand Mission Surf and Pacific global brands with local environments through their knowl-
Beach alongside global surf brand Dakine and Oakley. The edge, skills and competencies. For example, in our data con-
meshing of the global and local is deliberate. versations with front-line employees guided tourists on where
The global brands are afforded enhanced legitimacy and to eat, where to go for entertainment and how to enjoy their
the local brands are associated with high quality global time in a specific locale. Conversations with local customers
brands. It is a symbiotic relationship. reflected a sense of community spirit, sharing stories about
familiar surf breaks or updating each other on someone they
Social roles know or a recent event that occurred. We find that employee
interactions with customers, personalized recommendations,
Glocal retailscapes are not only influenced by physical as- and insights into local trends contribute to localizing the re-
pects and material assortments, the social roles of employee tailscape. Through their interactions, employees can help to
and customer that contribute to enhancing these physical bridge the gap between the global brand identity and the dis-
spaces also shape the global or local nature of the experi- tinctive characteristics of the local culture.

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Fig. 14. Ron Jon Surf Shop in New Jersey.

Global content. Fig. 14 was contributed by a global brand

representative to show how local surfers and affiliated ath-
letes and employees on the wall represent the veracity of the Fig. 15. Global brand Rip Curl’s employee recruiting poster.
common form.
Monica offers,
Ron Jon is out of the East Coast [of the US], started in
New Jersey and they have the same layout. Check this
out with images of famous surfers gracing the wall of this
surf shop at times wearing the Ron Jon surf shop logo and
intermingled with shop employees pictured surfing. It’s a
balance of global and local but it’s the intermingling as
well.
Monica’s insight is profound: the interdependence of the
global and local, the macro and micro markets. It echoes other
global brand representatives in our study (Noah, Miguel, Ed-
uardo). The SCD are strong and it isn’t entirely top down Fig. 16. Blue planet surf shop in Hawaii is proudly surfer owned and oper-
but also bottom up as local brands lend credibility to global ated.
brands and the meshing of the levels is strategic. For exam-
ple, Fig. 15 is of global brand, Rip Curl’s advertising for local of interaction with employees who are not only familiar and
employees with an appeal to the surf lifestyle. friendly but often want to be treated like family and friends.
Frequent shoppers often expect to see the same employees
Local content. Fig. 16 is of surf shop employees and locally and employees will remember the ongoings in the lives of
known surfers in Blue Planet surf shop. The store is proudly the regular customers. Global brands often tailor their offer-
surfer owned and operated in Honolulu, Hawaii. The shop ings (see material assortment and brands) to cater to local
has the layout common of surf retailers, but the employees customers, but some retail stores will also offer discounts for
are heralded as local surf heroes. local customers (e.g., "kama’āina" discounts in Hawaii) and
We witnessed these employees engaging in surf as sport sometimes host special events celebrating the local culture.
discussions and providing stories about their most intriguing These preferential (sometimes perceived) treatments for local
experiences. Their presence in the store is leveraged. They customers can create a lasting community that supports the
give the local scene shape within the common form. brand (Schau et al., 2009).

Customers Global content. Fig. 17 is of Quiksilver as a global surf brand

Customers are active participants in shaping the re- leans on global customers in this indoor mall store that high-
tailscape. Through their purchasing decisions and interactions lights snowboarding.
with employees, customers articulate their desires for products Snowboards and snow wear are product line extensions
and services that reflect their unique identities and lifestyles. which Billabong promotes globally but stands in stark contrast
In many cases, local customers have particular expectations to the other surf shop layout, merchandise, and meanings.

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Fig. 19. Billabong promoting a girls surfcation with Billabong Gear.

Fig. 17. Mall surf shop showcasing snowboarding.

align with the physical space, material assortment and social
roles (employees and customers) that make up a retailscape.
Whereas global value narratives make connections to common
visuals and representations of a brand, local value narratives
provide a unique identity for a given retail location. In a glo-
cal retailscape both global and local value narratives set the
tone for the retail experience, bringing together all other di-
mensions from physical environment to customer interactions.
Importantly, symbols of nature appear throughout a surfing re-
tailscape on signs and posters, apparel and accessories, and
logos that represent the store itself and the other local and
global brands it sells. This collective embodiment of global
and local value narratives creates a distinctive and immersive
environment within retailscapes, where customers are not just
buying global brands but also engaging with a brand’s ethos
and its participation as a member of the local community.

Fig. 18. Appeal to the locals. Signage

In-store signage functions as a bridge between global and
Still the structures of common difference operate with the local narratives within glocal retailscapes. Visuals of beautiful
store looking very much like surf shop right down to most beaches, attractive surfers and beach goers, sunsets and surfers
products been beach wear. can be found in essentially any retail surf store around the
world. Globally branded signage infuses common messages,
Local content. Fig. 18 emanates from Kona Surf Co, a values, and visual identity into a physical space, to provide
Hawaiian surf shop. The message is clear: support the local a consistent and recognizable brand experience regardless of
shop not the global branded stores: Quiksilver and Billabong location. Localized signage is instrumental in adapting the
that are on the same street. narrative to resonate with the cultural nuances of a particular
The highlights the local surf shop as a vital part of the locale. Language, imagery, and references that are familiar
industry. Again, while the t-shirt appears innocuous the mes- to the local community are incorporated, fostering a sense
sage is quite novel: local retailers are important. of connection and relatability. The integration of global and
local signage within the retail setting communicates a brand’s
Symbolic meaning universal identity but also encapsulates the diverse stories and
contexts of the local community.
Symbolic meaning serves as the foundational threads that
weave together the tapestry of retailscapes. These narratives Global content. Fig. 19 is signage appearing in Southern Cal-
rely on a variety of communications and in-store signage ifornia surf shops featuring Billabong products. The poster
to establish and promote a brand’s ethos, purpose, and the encourages girls to go on a surf trip to Bali. The trip high-
promise it extends to its customers. By articulating what a lights how Billabong gear can be used in Bali on this Girls
brand stands for and the value it offers, value narratives inte- Trip.
grate the design, layout, and overall ambiance of retail spaces This merges the global brand, the surf tourism including
into a cohesive cultural context that gives life and mean- travel, lodging and surf lessons. It is globally dominant with
ing to the retailscape (Akaka et al., 2022). These narratives local references. A Billabong executive Roy asserts “We do

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Fig. 20. Local brand promoting a local Hawaiian competition.

Fig. 21. A still from Billabong film promoting the film and the wetsuits.

this. We encourage surfing. It’s good for business. We pro-

mote trips with partners. The locale is important because with a particular retailscape ensures that the brand’s message
that’s where you’ll be surfing.” The global content is linked maintains its integrity while weaving a tapestry of stories that
to locales but not necessarily to local brands. Notice that the considers the diversity of its audience and shapes a holistic
poster does not promote travel brands, lodging brands, or surf retail narrative that embraces both global resonance and local
lesson brands. significance.

Local content. Fig. 20 demonstrates signage focused on local Global content. Fig. 21 is a still from the Billabong produced
brand Local Motion and the Surf into Summer contest in short film, “Another Good Call,” shot in Western Australia but
Hawaii. with little locale information.
The local brand links to the local branded, but globally It was showing in surf shops globally on the screens within
recognized competition to give it legitimacy within the local Billabong owned surf shops and shops with a large array of
and global community: Billabong merchandize. Recall Noah’s and Reid’s earlier com-
ments about the global brand produced images and videos
We sponsor the competitions and promote them very being key to the vibe and promoting the surf scene/industry.
broadly beyond the competition targets to foster that sense These images and films are part of a long line of films that
that we are a surfing brand. Maybe most people who buy encourage surfing such as the iconic 1966 film Endless Sum-
[out products] don’t surf, but they wouldn’t buy our prod- mer.
ucts if surfers didn’t.
The competitions link local brands to the global sport and Local content. Fig. 22 is a sign appearing in surf shops for
make them more attractive to all consumers. This interdepen- sale and at beaches as warnings across locales. It is meant to
dence is palpable yet somewhat surprising as the local brands encourage local but without a specific locale.
stated reliance on the locally held, but globally promoted con- Fig. 23 is a local artisan on Etsy known for her surf themed
tests for credibility in the industry. graphics whose material is also in Southern California surf
shops. This message turns the local surf message into a call
Communications for environmentalism as “respect the locals” features a whale.
Communications from retailers, both in-store and through These messages run counter to the outward casual friend-
other marketing mediums, function as a catalysts for estab- liness of surf shops and the industry in general. These signs
lishing and promoting a retail experience that incorporates reveal a divide that amplifies the authority of the local surfers
global and local value narratives. Through strategic messag- and the local surf scene (including the whales) that is in di-
ing, global brands communicate their core values, product of- rect contradiction to the tourism that the SCD courts with its
ferings, and brand identity on a universal scale, establishing a easy to understand common form.
global narrative that resonates with diverse audiences around
the world. Localized communication efforts adapt and refine Discussion
this narrative to align with the cultural nuances, preferences,
and aspirations of specific local communities and cultures. Theoretical contribution
Tailored campaigns, linguistic adaptations, and culturally rel-
evant imagery bridge the gap between the global brand story Our data reveal how global and local brands and physical
and the local consumer experience. For example, many global retail spaces situated across different regions and nations cre-
surf brands partner with local surfers to showcase their brands ate, reify, and perpetuate SCD through their multidimensional
in international competitions (i.e., sponsorship) and will also glocal retailscapes. Products and images attract surfers and
celebrate these hometown heroes in their retail spaces. This nonsurfers to buy surf-related products, like apparel, and uti-
amalgamation of global and local communications associated lize a common global form to shape the global surfing market,

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through the introduction of global brands into local spaces

and local adaptations of the practice (e.g., surfing in cold
water or in rivers) create new meanings (e.g., surfing for
wellbeing), materials (e.g., wetsuits), and competences (e.g.,
stand-up paddleboarding) – they change the practice. This un-
derscores the importance of materiality in practices and in
markets. Our findings provide evidence of the dynamic ways
in which materials and meanings move, together and apart,
and are adapted into local cultures through strategic efforts to
balance the global meanings with local identities. We argue
that when global brands lean into local representations of surf-
ing and leverage glocal retailscapes they can make authentic
connections with surfers and non-surfers, who can both be
carriers of the surfing practice, and shape the glocal surfer
identity. This suggests that carriers of a practice (e.g., surf-
ing, cooking, fishing, sewing) may or may not engage in the
central activity and, in this case, competence can be based
on the understanding of a sport rather than the enactment of
it.
Counter to traditional views on unidirectional influence and
top-down structural change, we find that glocal retailscapes
reflect local adaptations of a practice that 1) alter percep-
Fig. 22. Locals only sign common in surf shops and surf beaches/breaks. tions of global and local brands in local spaces and 2) have
a bottom-up influence on global common structure through a
balance of both global and local content. In a widely spread
and highly competitive retail landscape, such as surfing, we
believe collaboration is needed across brands and retailers,
as well as with front-line employees and customers. This
approach to localized globalization, or the local adaptation
of materials, meanings and competences through movement
across globalscapes, can increase engagement with and diffu-
sion of a practice, such as surfing. Through careful in-store
curations and strategic brand collaborations, local retailers can
construct glocal retailscapes and ultimately contribute to the
global growth of glocalized markets. We believe this study on
surf retail can shed light on the adaptation of countless other
practices, such as cooking, yoga, running, dancing, and cel-
ebrating, among many others, and highlight the implications
for retail managers to aid in adapting practices (comprised
of materials, meanings and competences) and curating com-
pelling glocal retailscapes.
The study of surf retail reveals that the localization of
global brands through the customization of products is not
Fig. 23. Etsy artist riffing on the local surfer messaging. enough to establish a brand as part of the local culture. In or-
der to integrate global brands into local communities, global
brands must be seen as supporters of local brands and retail-
rather than promoting a single brand or product. These SCD ers (i.e., localized globalization). When global brands are tied
are based on images rooted in a beach lifestyle that emerged to a specific practice, as many global brands are, they also
through the early diffusion of surfing from Hawaii to the need to participate in the adaptation of the practice itself,
coastal areas of the United States and Australia (Akaka et al., to help maintain the integrity of the practice while allowing
2022). for localized nuances to come to life. Importantly, in glocal
Akaka et al. (2022) explain how the global surfing market retailscapes common forms vary not only by local content,
emerged through the diffusion of the surfing practice, as ma- but by global content as well. They vary along the lines of
terials, meanings and competencies moved across time and type of content and extent to which the global or local dom-
space. Our data extend the understanding of global move- inate the experience. To curate an experience centered on a
ment through the in-store curation of glocal retailscapes and particular lifestyle and aesthetic global content is used to con-
provide evidence that materials as well as meanings travel nect the physical location to the broader global market and

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Table 4
Recommendations for curating a glocal retailscape.

Physical Space
Location Location should be a critical consideration when deciding on the quantity and quality of local content as part of the
in-store curation, the location can highlight unique natural elements or underscore the connection to a particular locale.
Layout Physical retail stores can strategically consider the extent to which local or global content should is featured in a given
space, during a given time (e.g., seasonal), and how it is displayed.

Material Assortment

Merchandise Global brands signal a common assortment of product that helps local retailers and their customers feel connected to the
broader surf culture. In some cases product assortment is adapted to align with the natural elements and needs of local
customers, in other cases globally branded merchandise is customized to reflect the local area.
Brands Local retailers can leverage the strength of global brands and their connection to the broader global surfing culture by
featuring them prominently in their stores. The strategic mix of local and global brands can signal both global prominence
and local commitment.

Symbolic Meaning

Signage Local retailers should consider the value of utilizing global content in their signage to connect their physical space to
broader global brandscapes and the global market.
Communications Global brands can extend local engagement beyond selling merchandise and leverage communications strategies that
support local contests and collaborations with local brands and other organizations in a way that is also reflected in
retailscapes.

Social Roles

Employees To reach a global audience, retailers should also consider employing people from places from which they might have
customers they would like to engage and the value of local employees should not be underestimated if retailers want to
engage with a local customer base.
Customers Both customers and employees should be considered as co-creators of the glocal cultural experience and retail managers
should keep open forms of communication to seek feedback and preferences with both.

the local content used to make strong and unique connec- global and local meshing that occurs as the global is localized
tions with the local culture and community. The global and and the local is globalized through merchandise.
local content vary on a continuum for each dimension be- Our study examines various dimensions of physical retail
tween largely global and largely local brands. This is evident stores to gain insights into how global brands can localize
in our surfing data, but can be seen in retailers such as REI, themselves and make deeper connections with members of
Target, Nordstrom, and Whole Foods, who make an effort a local community. Our data reveal the contextualization of
to integrate local products into their merchandise assortment. these retail stores based both on proximity to the ocean, the
However, local retailers can do the same, for example local presence of other global brands, and the natural environment
yoga studios who have a retail section can sell Lulu Lemon of the local area influence the curation of both global and
to show connection to the broader global community. These local content. The natural dimension is discussed in the ser-
types of partnerships may seem counter intuitive to traditional vicescapes literature (Rosembaum and Massiah 2011). Many
models of competition that plague brand strategy and notions product innovations came from the needs of local surfers,
of monogamous brand loyalty. However, as the local and the including clothing to keep them warm in cold waters (e.g.,
global continue to converge in new ways both in-person and O’Neill wetsuits) or ecofriendly sunscreen to protect near-
online, it seems that collaboration across organizations will shore reefs (e.g., Kokua Sun Care Hawaiian SPF 50). Local
lead to more sustainable success for all. retailers are more inclined to carry local brand and global
Our findings clearly indicate that the formation of glocal brands who want to show their commitment to the local com-
retailscapes is not only a top-down process as often discussed munity and the environment. Local employees and customers
in the SCD literature. Rather than simply varying local con- also contribute to the emergence of the glocal retailscape by
tent (e.g., designs on T-shirts) in a uniform and unidirectional deciding what types of global and local brands they want to
manner, local surf retailers and entrepreneurs also create new purchase and how to display (e.g., wear) and promote them.
products that are more intimately representative of the local These strategies harken the narratives of David and Goliath
practice of surfing. The bi-directional process of SCD forma- where the underdog has power over the more powerful op-
tion reveal the market interdependence. Global firms require ponent, but importantly this is not a story of brand defeat or
strong connections to local surf communities where surfing market subjugation. It is a story of true interdependence. Like
takes place and local brands bring surf culture to life. The Thomas and colleagues (2013) who study the running subcul-
interdependence manifests in global brands referencing local ture and find local brands need the global brands to promote
brands, local brands partnering with global brands for events, the sport to attract innovation, global surf brands require con-

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nection to the beach and the sport of surfing for credibility, the global markets that support them. Retailers must recog-
while local brands need the global brand cache and quality nize and strategically deploy the specific dimensions of global
standards to attract customers to the surf shops. common structure from which both global and local content
variations can be curated. This enables consumers to recog-
Managerial implications nize the type of retailer and to understand the local varia-
tions as well as practice adaptations (e.g., a cooking store
Because the glocal retailscape manifests through multiple hosting events using globally branded products to make lo-
dimensions - architectural design, lighting schemes, and inte- cal cuisine) that connect local communities to broader global
rior aesthetics – retailers have many options to enhance their markets.
brand identity and engage with a particular customer group. The glocal retailscape establishes an enduring structure
For example, product displays, signage, and interactive tech- that perpetuates as it moves across space and time. Even as
nologies work in harmony to guide consumers’ journeys and stark differences in surfing culture can be seen across dif-
shape their perceptions of the store. These orchestrated dif- ferent local communities – what they wear, how they talk,
ferences play a pivotal role in evoking emotions, influencing the formality of relationships – the surfshop retailscape trans-
purchasing decisions, and fostering a sense of connection be- lates across communities in a relatively consistent manner.
tween consumers and the retail space. The retailscape serves The types of products, store layout and global brands re-
as a multi-faceted structure where uniform elements harmo- main the same. Furthermore, the diffusion of surfing re-
nize to create a distinct experience that is both familiar and veals changes in the equipment (e.g., longboard to short-
unique. Table 4 provides an overview the multifaceted struc- board) and the performance (e.g., surfing on the wave vs.
ture of a glocal retailscape and some recommendations for above the wave). However, throughout these changes, the
managers to consider. common structure of the retailscape remains the same. Spe-
This common structure can help managers consider partic- cific products, brands and styles are replaced, but the dom-
ular dimensions of their retailscape and the extent to which inant narrative of surfing and in-store experience is largely
they want localize or globalize the content. It is important to unchanged. These glocal retailscapes stabilize the relation-
remember that customers, often inundated with choices, seek ship between the local communities and the global market and
out environments that resonate with their identity and their help to localize the global presence of surfing culture. Our re-
connections to their locale but also find comfort in the famil- search highlights the importance of materiality of retailscapes
iarity of global markets. In this context, the retailscape acts in maintaining and growing subcultures of consumption,
as scaffolding for the interplay of global common structure particularly those that span across both local and global
and global and local contextual differences. Retailers lever- contexts.
age this multidimensional structure to craft meaningful ex-
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