Liu, Hui (2025) China’s Luxury Fashion Landscape: Unravelling the Dynamic Strategies of Internationalisation for Luxury Fashion Retailers. In: Dynamic Fashion MarketingInternationalisation, Sustainability and Technology. Taylor & Francis Ltd, United Kingdom, pp. 61-72. ISBN 9781032857640
Full text not available from this repository.Abstract
In the ever-evolving landscape of China’s luxury fashion market, marked by both historic growth and recent challenges, this study delves into the intricacies of international retailing strategies employed by luxury fashion retailers. Acknowledging China as a pivotal player, accounting for a substantial portion of global fashion industry growth, the research examines the dynamic interplay between standardised global and localised multinational marketing strategies. With the market characterised as a ‘red sea’, where established international brands compete with emerging domestic players, a nuanced approach becomes imperative. Drawing insights from the post-entry business development phase, the study emphasises the need for luxury retailers to adopt a proactive stance, refine goals, and optimise their retailing portfolio in the Chinese market. By bridging the theoretical debates with empirical evidence from the China market, this research contributes to a comprehensive understanding of the evolving dynamics in the luxury fashion sector, shedding light on the shift from initial standardised entries to dynamic, integrated glocalisation strategies over time.
| Item Type: | Book Section |
|---|---|
| Keywords: | Luxury Fashion Retail |
| Faculty / Department: | Faculty of Business, Law and Criminology > Liverpool Hope Business School |
| SWORD Depositor: | RISE Symplectic |
| Depositing User: | RISE Symplectic |
| Date Deposited: | 09 Jan 2026 11:49 |
| Last Modified: | 16 Jan 2026 14:54 |
| URI: | https://hira.hope.ac.uk/id/eprint/4822 |
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