How to Strategise for Omni-channel Retail with Second-hand Luxury Trade in Macau: A Sustainable Circular Fashion Business Example from Pick Up Point

Abstract

Purpose – The study aims to investigate the second-hand luxury omni-channel trade business through reviewing global and Chinese literatures and case studies to help understand the industry development opportunities for Macau business. Through studying the successful industrial leaders on their omni-channel strategy with a resource based view model and combining with the local industrial situation in Macau, the study will provide analysis and strategic suggestions for local operator Pick Up Point. Both primary and secondary data from industrial practitioners and related local parties are examined and discussed. Design/methodology/approach – Two case studies are conducted respectively using the resource based view (RBV) model with an international and a Chinese second-hand luxury company to gather analysis and best practices for considerations. Following with in-depth interviews covering local second-hand luxury buyers, resellers, and business operators from Pick Up Point to provide relevant discovery cater to the Macau market. Findings – The Macau second-hand luxury market is comparatively immature with omni-channel development in general which allows growing opportunities for local business. Pick Up Point should consider resource allocation between online and offline channels as a whole omni-channel platform while completing its omni-channel end to end integration to secure its local supply chain. The seamless service and the authentication standardisation are a great way to support its Chinese tourist business and a sustainable lifestyle omni-channel community cultivation should also be considered for its long term growth among younger generations in the local market. Originality/value – The study provides insights from different angles from the international second-hand luxury business development to the Macau second-hand luxury trade environment in order to provide a comprehensive analysis to help with appropriate omni-channel strategy suggestions for local business operator Pick Up Point. The study can also be considered as a helpful reference to other second-hand luxury retailers in Macau because limited relevant studies were conducted in the local field prior to this and very limited local market information is organised for business operators to access. At the same time, second-hand luxury business from similar Chinese tourist focused destinations in Asia such as Hong Kong, Bangkok, Singapore, and etc. can also benefit from the study with relevant insights for strategic considerations.