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

Bai, H, Shi, J, Song, P, McColl, J, Moore, C and Fillis, I (2024) Localised multiple channel distribution strategies of luxury fashion retailers – Evidence from China. Journal of Fashion Marketing and Management. ISSN 1361-2026

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This empirical study aims to examine luxury fashion retailers’ localised multiple channel distribution strategies in China. Through case studies of fifteen participating retailers, qualitative data was collected from thirty-three semi-structured interviews. Strong 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. This 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.

Item Type: Article
Additional Information: This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com
Uncontrolled Keywords: 1503 Business and Management; 1505 Marketing; Marketing
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions: Liverpool Business School
Publisher: Emerald
SWORD Depositor: A Symplectic
Date Deposited: 19 Mar 2024 09:56
Last Modified: 24 Apr 2024 15:00
DOI or ID number: 10.1108/JFMM-10-2023-0259
URI: https://researchonline.ljmu.ac.uk/id/eprint/22843
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