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?
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Heine, K., Kübrich, K., Chung, J. (2016). Take the Opportunity to Pilfer a Goat: Lessons from Gieves & Hawkes. In: Prange, C. (eds) Market Entry in China. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-29139-0_10
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