The Impact of E-Commerce on the Clothing Retailers: studies on Chinese Companies

Tianlong Ge, Zheng Liu, Lei Ma

    Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


    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.
    Original languageEnglish
    Title of host publicationHandbook of Research on Global Fashion Management and Merchandising
    EditorsAlessandra Vecchi, Chitra Buckley
    PublisherIGI Global
    Number of pages29
    ISBN (Electronic)9781522501114
    ISBN (Print)9781522501107
    Publication statusPublished - 2016


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