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Article
Publication date: 1 December 2003

Noreen Siddiqui, Antonia O’Malley, Julie C. McColl and Grete Birtwistle

Examines the Web sites of online fashion retailers. It evaluates the role of the Internet as a distribution channel and in particular discusses issues of Web page design. Retailer…

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Abstract

Examines the Web sites of online fashion retailers. It evaluates the role of the Internet as a distribution channel and in particular discusses issues of Web page design. Retailer and consumer views within the fashion sector are explored in a three‐stage qualitative research process. This research highlights the differences in retail and consumer perception of fashion Web sites. While retailers are satisfied by their online offer they lack an understanding of consumer needs. Consumers are disappointed in the lack of service and product provision provided by fashion Web sites. Areas of concern include overall Web page design, level of interactivity, absence of information about fashion trends and inconsistency across Web sites.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 7 no. 4
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 16 April 2024

Huifeng Bai, Jin Shi, Peng Song, Julie McColl, Christopher Moore and Ian Fillis

This empirical study aims to examine luxury fashion retailers' localised multiple channel distribution strategies in China.

776

Abstract

Purpose

This empirical study aims to examine luxury fashion retailers' localised multiple channel distribution strategies in China.

Design/methodology/approach

Through case studies of 15 participating retailers, qualitative data were collected from 33 semi-structured interviews.

Findings

Strong impacts of internationalisation strategies, distribution strategies and channel length towards multiple channel retailing are revealed. Multi-channel retailing is widely employed by firms who have entered China and further developed their businesses through local partnerships and adopted a selective distribution strategy via relatively longer channels. Omni-channel retailing is only suitable for the few retailers using an exclusive distribution strategy through direct marketing and wholly owned customer relationship management. As a dynamic transformation from multi- to omni-channel retailing, cross-channel retailing is adopted by those who are withdrawing from local partnerships and shifting to wholly owned expansions and operations in host markets.

Research limitations/implications

The results are potentially challenged by relatively small sample size.

Practical implications

Practitioners are suggested to adapt multiple channel retailing to their international expansion strategies, distribution strategies and channel length in the host markets.

Originality/value

This paper contributes to the literature in both multiple channel retailing and international retailing by offering insights into the motives, development patterns and suitability of multiple channel retailing in the international retail marketing context.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 28 no. 6
Type: Research Article
ISSN: 1361-2026

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Abstract

Details

Pioneering New Perspectives in the Fashion Industry: Disruption, Diversity and Sustainable Innovation
Type: Book
ISBN: 978-1-80382-345-4

Keywords

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Book part
Publication date: 18 May 2023

Julia Michalowska, Julie McColl and Catherine Canning

Abstract

Details

Pioneering New Perspectives in the Fashion Industry: Disruption, Diversity and Sustainable Innovation
Type: Book
ISBN: 978-1-80382-345-4

Keywords

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Book part
Publication date: 1 March 2021

Julie McColl, Elaine L. Ritch and Jennifer Hamilton

By the end of this chapter, you should be able to demonstrate an understanding of:The concept of brand purpose and ‘woke’ brand campaigns.The theoretical underpinning of brand…

Abstract

By the end of this chapter, you should be able to demonstrate an understanding of:

The concept of brand purpose and ‘woke’ brand campaigns.

The theoretical underpinning of brand purpose.

Generation Z response to brand purpose and woke branding campaigns.

Details

New Perspectives on Critical Marketing and Consumer Society
Type: Book
ISBN: 978-1-83909-554-2

Keywords

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Book part
Publication date: 1 March 2021

Elaine L. Ritch and Julie McColl

By the end of this chapter, you should be able to demonstrate an understanding of:The impact of increasing competition occurring within the UK retail environment.Consumers efforts…

Abstract

By the end of this chapter, you should be able to demonstrate an understanding of:

The impact of increasing competition occurring within the UK retail environment.

Consumers efforts to reduce the disparity between beliefs and behaviours, as conceptualised within cognitive dissonance theory.

The alignment with marketing, the wider economy and the retail sector as a means to identify ways to shape value creation.

Details

New Perspectives on Critical Marketing and Consumer Society
Type: Book
ISBN: 978-1-83909-554-2

Keywords

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Book part
Publication date: 18 May 2023

Elaine L. Ritch, Catherine Canning and Julie McColl

Abstract

Details

Pioneering New Perspectives in the Fashion Industry: Disruption, Diversity and Sustainable Innovation
Type: Book
ISBN: 978-1-80382-345-4

Access Restricted. View access options

Abstract

Details

Pioneering New Perspectives in the Fashion Industry: Disruption, Diversity and Sustainable Innovation
Type: Book
ISBN: 978-1-80382-345-4

Keywords

Access Restricted. View access options
Book part
Publication date: 18 May 2023

Elaine L. Ritch, Catherine Canning and Julie McColl

Abstract

Details

Pioneering New Perspectives in the Fashion Industry: Disruption, Diversity and Sustainable Innovation
Type: Book
ISBN: 978-1-80382-345-4

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Article
Publication date: 22 September 2021

Huifeng Bai, Julie McColl and Christopher Moore

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

4962

Abstract

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.

Details

International Marketing Review, vol. 39 no. 2
Type: Research Article
ISSN: 0265-1335

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