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

    Abstract

    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
    Chapter24
    Pages593-621
    Number of pages29
    ISBN (Electronic)9781522501114
    ISBN (Print)9781522501107
    DOIs
    Publication statusPublished - 2016

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