Luxury consumption moves East
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 14 September 2015
Abstract
Purpose
The literature contains relatively little prescriptive guidance for establishing supply chain strategies in the luxury fashion marketplace. The focus has been on fashion rather than luxury fashion and the purpose of this paper is to identify and explore the critical supply chain success factors to consider when entering the Chinese luxury fashion marketplace.
Design/methodology/approach
Given the lack of research in this area an exploratory and in-depth case study was conducted with a niche UK textile manufacturer.
Findings
Findings from the case study suggest there are four critical success factors to consider when developing a business strategy to enter the Chinese luxury fashion marketplace.
Practical implications
The findings could guide managers that are developing a business case for entering the Chinese luxury fashion marketplace.
Originality/value
This case study provides novel insights to transformations in global supply chain strategy as luxury consumption is moving towards the east, which creates new challenges and demands for European manufacturers to respond, to sustaining a competitive advantage.
Keywords
Acknowledgements
The author would like to acknowledge and thank Patrick Brown who conducted the field research for this paper and staff from the case company for their endless time and support.
Citation
Khan, O. (2015), "Luxury consumption moves East", Journal of Fashion Marketing and Management, Vol. 19 No. 4, pp. 347-359. https://doi.org/10.1108/JFMM-10-2014-0076
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited