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Luxury fashion retailers’ localised marketing strategies in practice – Evidence from China

Bai, H, McColl, J and Moore, C Luxury fashion retailers’ localised marketing strategies in practice – Evidence from China. International Marketing Review. ISSN 0265-1335 (Accepted)

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Abstract

From an international retailing perspective, this empirical study aims to examine luxury fashion retailers’ changing marketing strategies in China. Using case studies of fourteen luxury fashion retailers, qualitative data was collected via thirty-one semi-structured executive interviews. Both standardised global, and localised multinational marketing strategies were found to have initially been employed by luxury fashion retailers entering into China. Subsequently, localised multinational strategies became increasingly important for their post-entry operations and business development, particularly in terms of their product strategies. More specifically, as well as the introduction of Chinese brand names, product design has been adapted according to Chinese market conditions, and product portfolios have been adapted to satisfy regional differences. However, localised product sourcing in China is far less common. This paper extends the current international retailing literature by examining and comparing the motives and practices of luxury fashion retailers and the increasing localisation of their marketing strategies in China as they move from initial market entry into their post-entry operations. It also offers practitioners insights into the success that can be generated by the manipulation of marketing strategies, particularly product strategies, within the world’s second biggest luxury market.

Item Type: Article
Uncontrolled Keywords: 1503 Business and Management, 1505 Marketing, 1506 Tourism
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
G Geography. Anthropology. Recreation > G Geography (General) > G149 Travel. Voyages and travels (General) > G154.9 Travel and state. Tourism
Divisions: Business & Management (new Sep 19)
Publisher: Emerald
Date Deposited: 07 Sep 2021 09:07
Last Modified: 07 Sep 2021 09:07
URI: https://researchonline.ljmu.ac.uk/id/eprint/15456

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