Take the Opportunity to Pilfer a Goat: Lessons from Gieves & Hawkes

Klaus Heine (), Katharina Kübrich and Jaihak Chung
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Klaus Heine: EMLYON Business School
Katharina Kübrich: Berlin Institute of Technology
Jaihak Chung: Sogang University

A chapter in Market Entry in China, 2016, pp 107-120 from Springer

Abstract: Abstract Gieves & Hawkes (G&H), a time-honored British bespoke gentleman’s tailor expanded to China, which was a turning point in their history—not because it did not work out, but because they were by far more successful than expected. As a market entrance strategy they decided to work with a Chinese distributor. They selected the Hong Kong-based company Trinity Limited, who introduced the brand to the Mainland in 2006. In 2012 Trinity operated already operated 100 G&H boutiques in China. However, it remains open in how far their growth objectives are compatible with the changing consumer preferences. A central question for G&H is: How can they manage the trade-off between growth and exclusivity to ensure a successful development of their brand in China and beyond?

Keywords: Fashion luxury and play; China; Gieves & Hawkes; Entry decision; Country-of-origin (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-29139-0_10

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DOI: 10.1007/978-3-319-29139-0_10

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