Localised multiple channel distribution strategies of luxury fashion retailers – evidence from China

Author:

Bai HuifengORCID,Shi Jin,Song Peng,McColl Julie,Moore Christopher,Fillis IanORCID

Abstract

PurposeThis empirical study aims to examine luxury fashion retailers' localised multiple channel distribution strategies in China.Design/methodology/approachThrough case studies of 15 participating retailers, qualitative data were collected from 33 semi-structured interviews.FindingsStrong impacts of internationalisation strategies, distribution strategies and channel length towards multiple channel retailing are revealed. Multi-channel retailing is widely employed by firms who have entered China and further developed their businesses through local partnerships and adopted a selective distribution strategy via relatively longer channels. Omni-channel retailing is only suitable for the few retailers using an exclusive distribution strategy through direct marketing and wholly owned customer relationship management. As a dynamic transformation from multi- to omni-channel retailing, cross-channel retailing is adopted by those who are withdrawing from local partnerships and shifting to wholly owned expansions and operations in host markets.Research limitations/implicationsThe results are potentially challenged by relatively small sample size.Practical implicationsPractitioners are suggested to adapt multiple channel retailing to their international expansion strategies, distribution strategies and channel length in the host markets.Originality/valueThis paper contributes to the literature in both multiple channel retailing and international retailing by offering insights into the motives, development patterns and suitability of multiple channel retailing in the international retail marketing context.

Publisher

Emerald

Reference51 articles.

1. How to measure quality in multi-channel retailing and not die trying;Journal of Business Research,2020

2. Bai, H. (2018), “Omni-channel communication strategies as a way to create consumer value – evidence from luxury fashion retailers in mainland China”, in Quartier K, Petermans A, Melewar T (eds.), 4th International Colloquium on Design, Branding, and Marketing: Experience and Value Creation in Design, Branding and Marketing, Hasselt University, Hasselt, Belgium, pp. 163-169.

3. Bai, H. and McColl, J. (2023), “The outlook of luxury fashion retailers' multiple channel distribution strategies”, in Ritch E, Canning C, McColl J (eds.), Pioneering New Perspectives on the Fashion Industry: disruption, Diversity and Sustainable Innovation, Emerald Publishing, Bingley, pp. 255-263.

4. Hong Kong, a gateway for mainland China? An examination of the impact of luxury fashion retailers' ownership structures on expansion strategies;International Journal of Retail & Distribution Management,2018

5. Luxury fashion retailers' localised marketing strategies in practice – evidence from China;International Marketing Review,2022

Cited by 1 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

1. Reviewing the price tag;Strategic Direction;2024-07-15

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3