Bai, H, Shi, J and Song, P Luxury Fashion Retailers' Multiple Channel Distribution Strategies - Evidence from China. In: 6TH COLLOQUIUM ON EUROPEAN RESEARCH IN RETAILING, 15 July 2021 - 16 July 2021, SKEMA Business School, France. (Accepted)

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Abstract

This empirical study examines luxury fashion retailers’ multiple channel distribution strategies in China. Through case studies of thirteen participant luxury fashion retailers, qualitative data was collected via twenty-nine semi-structured executive interviews. Both multi-channel and omni-channel distribution strategies are important. Despite the capability of offering seamless brand experience, the omni-channel retailing is only suitable for those who employ a selective distribution strategy through direct marketing and possess a strong customer relationship management system. On the other hand, the multi-channel retailing is more suitable for those who adopt intensive distribution strategy through a relatively longer distribution channel, such as department stores, specialist chains, e-tailers, and e-commercial platforms. This paper extends current international retailing literature through examining luxury fashion retailers’ multiple channel distribution strategies in China. More specifically, it compares these retailers’ multi-channel and omni-channel strategies in depth, and suggests practitioners to achieve sustainable success through tailoring their distribution strategies through multiple channels.

Item Type:	Conference or Workshop Item (Paper)
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions:	Business & Management (new Sep 19)
Date Deposited:	16 Apr 2021 08:57
Last Modified:	13 Apr 2022 15:18
URI:	https://researchonline.ljmu.ac.uk/id/eprint/14811

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