3. Can the company standardize its advertising or must it individualize? Can the company transfer advertising from other markets? Defend your answer. Christa Clothing International is a well-known international company headquartered in Blusen City, North Carolina in the United States. Christa specializes in fashion clothing for men and women.

In 1991 two 30-year-old former university classmates founded an importing business. They purchased cheap fabrics from Indonesia and the Philippines and sold them to garment makers in the United States.

These two men, Frank Carmino and Saul Green, built their importing business rapidly and profitably. They soon decided to expand into the fashion business. In 1990 Christa launched two new brands of its own,

‘Bluse’ for women and ‘Jacke’ for men. In 1993 they merged the two into an international brand, Blujac.

The brand change was made in anticipation of entering European markets.

Christa’s success in the United States provided a firm foundation for expansion into Belgium, Germany, and The Netherlands in 1995; followed by Sweden, Finland, Canada, and France in 1996; Denmark, the United Kingdom, Switzerland, and Norway in 1997;

Austria in 1998; Spain and Italy in 1999; and Portugal in 2000.