Motives behind retailers’ post-entry expansion - Evidence from the Chinese luxury fashion market

Huifeng Bai*, Julie McColl, Christopher Moore

*Corresponding author for this work

    Research output: Contribution to journalArticlepeer-review

    8 Citations (Scopus)

    Abstract

    This study aims to examine the motives behind retailers’ post-entry expansion in foreign markets. Through case studies of eleven participating luxury fashion retailers in China, qualitative data was collected from twenty-two executive interviews. Although their initial market entry was driven by both reactive (push) and proactive (pull) factors, the motives behind their post-entry expansion have become predominantly proactive, especially long-term growth strategies, the ambition to extend their brands and retail formats to more cities, and the experiences gained in entry markets. The desire to optimize the retail store portfolio through multiple channel strategies have slowed down the expansions of physical stores.

    Original languageEnglish
    Article number102400
    JournalJournal of Retailing and Consumer Services
    Volume59
    Early online date27 Nov 2020
    DOIs
    Publication statusPublished - Mar 2021

    Keywords

    • China
    • Luxury fashion
    • Motives
    • Multiple channel strategies
    • Post-entry expansion
    • Retailer internationalization

    ASJC Scopus subject areas

    • Marketing

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