’Luxury retailers’ entry and expansion strategies in China

Huifeng Bai, Julie McColl, Christopher Moore

Research output: Contribution to journalArticle

1381 Downloads (Pure)

Abstract

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.





Original languageEnglish
JournalInternational Journal of Retail and Distribution Management
Volume45
Issue number7
DOIs
Publication statusPublished - 23 Nov 2017

Fingerprint

retailing
research method
market
methodology
method
Retailers
China
Luxury
Mainland China
distribution
Entry strategy
Mail survey
Chinese market
Distribution strategy
Mixed methods research
Design methodology
Retailing
Mixed methods

Keywords

  • luxury fashion
  • fashion retailers
  • China

Cite this

@article{eb2407f648fb4f76add94cffe3546833,
title = "’Luxury retailers’ entry and expansion strategies in China",
abstract = "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.",
keywords = "luxury fashion, fashion retailers, China",
author = "Huifeng Bai and Julie McColl and Christopher Moore",
note = "Acceptance email (Emerald) in SAN Author confirmed version is accepted; added title and author list and re-uploaded as PDF. ET 18-5-17 Pub date confirmed by lead author 20-12-17",
year = "2017",
month = "11",
day = "23",
doi = "10.1108/IJRDM-11-2016-0232",
language = "English",
volume = "45",
journal = "International Journal of Retail and Distribution Management",
issn = "0959-0552",
publisher = "Emerald Publishing Limited",
number = "7",

}

’Luxury retailers’ entry and expansion strategies in China. / Bai, Huifeng; McColl, Julie; Moore, Christopher.

In: International Journal of Retail and Distribution Management, Vol. 45, No. 7, 23.11.2017.

Research output: Contribution to journalArticle

TY - JOUR

T1 - ’Luxury retailers’ entry and expansion strategies in China

AU - Bai, Huifeng

AU - McColl, Julie

AU - Moore, Christopher

N1 - Acceptance email (Emerald) in SAN Author confirmed version is accepted; added title and author list and re-uploaded as PDF. ET 18-5-17 Pub date confirmed by lead author 20-12-17

PY - 2017/11/23

Y1 - 2017/11/23

N2 - 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.

AB - 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.

KW - luxury fashion

KW - fashion retailers

KW - China

U2 - 10.1108/IJRDM-11-2016-0232

DO - 10.1108/IJRDM-11-2016-0232

M3 - Article

VL - 45

JO - International Journal of Retail and Distribution Management

JF - International Journal of Retail and Distribution Management

SN - 0959-0552

IS - 7

ER -