# Professor Thomaï Serdari discusses the popularity of southern brands

1 Faculty News July 12, 2017 ![Fashionista logo](/sites/default/files/styles/246w/public/assets/images/con_047830.jpg?itok=WU_l8oM3)>

Excerpt from [Fashionista](https://fashionista.com/2017/07/american-southern-fashion-brands-marketing-trends) -- "I think there has now come a time where consumers are looking to move into the opposite direction; in other words, they're not happy any longer with a global identity, and they’re looking for more interesting, nuanced types of stories that can be appealing. I think from a macro perspective, we see the entire market shifting from globalization to a more intense localization."

[Read more](https://fashionista.com/2017/07/american-southern-fashion-brands-marketing-trends)