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EMAC 2019 Annual Conference

An Examination of Internationalising Luxury Fashion Retailers’ Marketing Strategies in Mainland China

Published: May 28, 2019


Huifeng Bai, Liverpool John Moores University


International retailing; Luxury fashion brands; China


From the perspective of international retailing, this study examines internationalising luxury fashion retailers’ marketing strategies in mainland China, particularly focuses on how their marketing strategies have changed over time, and explores their localised marketing strategies in greater depth regarding their adaptation of marketing mixes. The researcher adopts a pragmatic mixed methods approach, in which comprises a quantitative mail survey and five qualitative case studies. Localised marketing strategies are increasingly popular and important for post-entry business development, although both standardisation and localisation were employed in initial market entry. As well as adapted product portfolio and higher prices, omni-channel strategies for distribution and communication are increasingly important.