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Title: An investigation of foreign luxury fashion retailers' internationalisation process into China : motives, market entry methods and strategies to success
Author: Liu, Sindy Ling
Awarding Body: Glasgow Caledonian University
Current Institution: Glasgow Caledonian University
Date of Award: 2013
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Luxury fashion retailing within the Chinese market is characterised by companies of all scales operating within a dynamic and turbulent environment An important feature of the Chinese market, not seen before in other markets, is the extent to which luxury fashion retailers must adapt. The success of luxury fashion retailing in China is largely dependent on the luxury brand's image in the market; hence, it is important to firstly, take control of establishing brand status and, secondly, increase brand awareness by adapting communication strategies. This study examines the internationalisation process of foreign luxury fashion retailers in China, considering the issues which are important to the decision to enter, and the development and implementation of market entry methods and marketing strategies. Within the context of the overall aim of the study, four research objectives were developed and drawn from the business, marketing and retailing literature. Given that this study aims to gain insights into the strategic issues, the research was conducted by the interpretivist approach, using 22 in-depth case studies, including luxury retailers of different sizes and who entered China at different times, in order to compare and contrast the different strategies. The study identifies that the motives behind foreign luxury fashion retailers' entrance into China are predominately proactive; recognises that market entry methods are largely based on the issue of control; and that, because of this, there is a tendency towards wholly-owned retail, rather than partnerships (although many luxury retailers were able to utilise their partners' local know-how upon initial entry). The study also recognises the significance of being adaptive and innovative in communication strategies as a key factor of success in China. The conclusion and main contribution of the study is to offer a number of models which identify the motives behind, and implications of, market entry methods and strategies of success in China.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available