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 language | English |
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Title of host publication | Mobile Commerce |
Subtitle of host publication | Concepts, Methodologies, Tools, and Applications |
Publisher | IGI Global |
Pages | 1039-1068 |
Number of pages | 30 |
Volume | 3 |
ISBN (Electronic) | 9781522526001 |
ISBN (Print) | 1522525998, 9781522525998 |
DOIs | |
Publication status | Published - 19 Jun 2017 |
Externally published | Yes |