In the past 10 years, e-commerce has developed rapidly in the clothing industry. Many companies seek strategies to expand, innovate, and restructure, and the traditional impact from manufacturing is gradually replaced by customer relationship. E-commerce provides opportunities for both large clothing companies and small retailers. In China, the largest emerging country, there is also a trend for clothing companies to market and establish customer relationship online. This chapter focuses on how Chinese clothing retailers compete through e-commerce platform. It starts with an introduction of clothing industry, supply chain and e-commerce practice from literature perspectives. Then, there are industry review and cases studies into five Chinese clothing companies with a highlight on their management in the context of e-commerce and customer relationship. Discussion will be made to address the critical issues, followed by a summary of the chapter.
|Title of host publication||Handbook of Research on Global Fashion Management and Merchandising|
|Editors||Alessandra Vecchi, Chitra Buckley|
|Number of pages||29|
|Publication status||Published - 2016|