’Luxury retailers’ entry and expansion strategies in China

Research output: Contribution to journalArticle



  • Bai, H. et al (2017) ’Luxury retailers’ entry and expansion strategies in China

    Rights statement: This article is © Emerald Group Publishing and permission has been granted for this version to appear here: http://www.emeraldinsight.com/doi/abs/10.1108/IJRDM-11-2016-0232 Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.

    Accepted author manuscript, 1 MB, PDF-document


  • Huifeng Bai
  • Julie McColl
  • Christopher Moore

View graph of relations

Original languageEnglish
JournalInternational Journal of Retail and Distribution Management
Issue number7
StatePublished - 23 Nov 2017


Purpose- This paper examines internationalising luxury fashion retailers’ entry and post-entry expansion strategies in mainland China.
Design/methodology/approach- The study adopts a pragmatic mixed-methods research approach, including a quantitative mail survey and qualitative face-to-face in-depth executive interviews.
Findings- Different from initial single entry methods, multiple methods are increasingly popular for luxury fashion retailers’ post-entry expansion in mainland China. Although directly controlled expansion strategies have become significant, local partnerships are still important and omnichannel distribution strategies are rapidly growing.
Research limitations- The findings were generated in mainland China only.
Originality/value- This work provides an understanding of luxury fashion retailers’ activities in the Chinese market from both macro and micro perspectives. It examines luxury fashion retailers’ initial entry strategies, as well as their post-entry expansion strategies in mainland China. Few studies in the area of international luxury fashion retailing have employed a mixed-methods approach with this number of participants.


  • luxury fashion, fashion retailers, China

Download statistics

No data available