Luxury fashion retailers' localised marketing strategies in practice – evidence from China

Huifeng Bai*, Julie McColl, Christopher Moore

*Corresponding author for this work

    Research output: Contribution to journalArticlepeer-review

    2 Citations (Scopus)


    Purpose: From an international retailing perspective, this empirical study aims to examine luxury fashion retailers' changing marketing strategies in China.

    Design/methodology/approach: Using case studies of 14 luxury fashion retailers, qualitative data were collected via 31 semi-structured executive interviews.

    Findings: 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.

    Research limitations/implications: As the findings are generated from China, they may not explain luxury fashion retailers' marketing strategies in other markets. Despite the relatively small sample size, the 14 luxury fashion retailer case studies originate from across a wide range of countries, retail formats and ownership structures and are therefore considered to be varied enough to represent the market.

    Practical implications: The study 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.

    Originality/value: 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.

    Original languageEnglish
    Pages (from-to)352-370
    Number of pages19
    JournalInternational Marketing Review
    Issue number2
    Early online date22 Sept 2021
    Publication statusPublished - 15 Apr 2022


    • China
    • Localisation
    • Luxury fashion marketing
    • Product
    • Retailer internationalisation
    • Standardisation

    ASJC Scopus subject areas

    • Business and International Management
    • Marketing


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