e-Commerce Fulfillment Models for Luxury Brands in Asia

This thesis provides a fundamental understanding of Polo Ralph Lauren’s current business operations and of current e-Commerce fulfillment models for luxury apparel brands in China. An assessment of gaps was also conducted between current fulfillment operations of PRL and those of other luxury brands and 3PLs operating in China, specifically on delivery lead-time, last mile delivery options, end-to-end customer service, and return logistics. Based on our findings, business and supply chain strategy recommendations were generated for PRL to offer best in class luxury fulfillment service, further strengthening its growth and brand image.

Authors: Hao Hu and Ben Thomson
Advisor: Dr. Donald Rosenfield