This paper considers the standardisation-localisation debate and analyses qualitative data from 22 luxury fashion retailers to reveal the decision-making process for marketing strategies that support entry into China, in terms of balancing the ‘global-local dilemma’ in an emerging marketplace alongside the need to maintain exclusivity of brand image across markets.

• Sindy Liu(London College of Fashion)
• Patsy Perry(The University of Manchester)
• Christopher Moore(Glasgow Caledonian University)