’Luxury retailers’ entry and expansion strategies in China

Huifeng Bai, Julie McColl, Christopher Moore

Research output: Contribution to journalArticlepeer-review

12 Citations (Scopus)
3506 Downloads (Pure)


Purpose: The purpose of this paper is to examine 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/implications: 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
Pages (from-to)1181-1199
Number of pages19
JournalInternational Journal of Retail and Distribution Management
Issue number11
Publication statusPublished - 22 Nov 2017


  • Foreign market entry strategy
  • International retailing
  • Luxury fashion retailing
  • Mainland China
  • Post-entry expansion strategy


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