Home / Knowledge / News / Fashion / Tmall Luxury Pavilion launches redesigned app

Tmall Luxury Pavilion launches redesigned app

05
Jan '19
Courtesy: Alizilla
Courtesy: Alizilla
Tmall Luxury Pavilion, Alibaba Group’s dedicated site for high-end brands, has launched a redesigned app which features a new “Maison” store format that enhances the brand experience for luxury shoppers. The Maison storefronts enable brands to customise their digital editorial content and storefront designs to speak to their brand image and tone of voice.

An invite-only option available to a select group of the world’s most-prestigious and time-tested luxury brands, Maison is a designated tab on the homepage of the Luxury Pavilion distinguishing these brands from other labels. The Maison storefronts enable brands to customise their digital editorial content and storefront designs to speak to their brand image and tone of voice, as well as offer early access to Alibaba’s latest technologies such as 3D pop-up shops.

Launched in 2017, Tmall Luxury Pavilion offers more than 80 brands, including Valentino, Burberry, Versace, Ermenegildo Zegna, Stella McCartney, Tod’s, Moschino, Giuseppe Zanotti, MCM, La Mer, Maserati, Kering Group-owned Qeelin, LVMH-owned Guerlain, Givenchy, Tag Heuer and Zenith. Products range from apparel and beauty items to watches and luxury cars.

The more-exclusive Maison environment makes luxury brands feel at home and is part of the effort to help them find the “equilibrium” between innovation and tradition, said Lili Chen, general manager of Tmall Luxury Pavilion.

“The Maison concept was designed so luxury brands could digitally embody their unique brand stories, heritage, savoir-faire and innovations, as well as their in-store atmosphere and energy. We’re helping them engage with online luxury consumers — mainly the ‘always connected’ generation of young consumers, but also consumers in lower-tier cities that rely on digital devices to buy luxury goods,” said Chen. “We want to provide them with the best tailored, immersive shopping experience that they would get shopping in a brick-and-mortar store.”

Italian luxury fashion house Bottega Veneta, which has launched its flagship store, is one of the first brands to opt in to the new concept, alongside Valentino, Burberry, Tod’s and Zegna. Best known for its leather goods and hallmark intrecciato weave, Bottega is offering selected items from its latest collections, including clothing, handbags, jewelry, sunglasses, fragrances, footwear to home accessories, as well as exclusively debuting its newest blue-colored BV Luna Bag in Nappa on the site.

This comes as an increasing number of luxury brands are taking bold steps to cater to Chinese consumers, the biggest spending force in the global luxury market. According to consultancy Bain, they accounted for 32 per cent of global sales in 2017 versus 22 per cent for US consumers, who come in second. A recent McKinsey report also forecasted that China’s share of global luxury spending is expected to reach 44 per cent of the total market by 2025. (SV)

Fibre2Fashion News Desk – India


Must ReadView All

Pic: Shutterstock

Textiles | On 12th Jun 2021

G20 GDP returns to pre-pandemic level in Q1 2021: OECD

Gross domestic product (GDP) of the Group of 20 (G20) area returned...

Pic: Stock for you / Shutterstock.com

Apparel/Garments | On 12th Jun 2021

Prime Content| Japan's clothing imports fall 13.2% in 2020-21

Japan’s imports of clothing and accessories declined by 13.2 per cent ...

Pic: Shutterstock

Textiles | On 12th Jun 2021

Setting right targets for issues key to building biodiversity strategy

Setting the right targets for issues in play in locations, i.e.,...

Interviews View All

Textile Industry, Head honchos

Textile Industry
Head honchos

Marry craft and utility

Textile Industry, Head honchos

Textile Industry
Head honchos

The pandemic has reinstated need for organised retail spaces in Tier II...

Textile Industry, Head honchos

Textile Industry
Head honchos

Always best to produce under our own supervision

Noemi Sanchez,

Noemi Sanchez

Established since 1846, Evlox is a specialised denim manufacturer with its ...

Sanjay Vakharia,

Sanjay Vakharia

One of the first few Indian denim brands, Spykar, established in 1992, was ...

Kurt Wedgwood,

Kurt Wedgwood

From design to raw material to fabrication and ultimately to delivery -...

Andreas Lukas, Andritz Nonwoven

Andreas Lukas
Andritz Nonwoven

With forces in engineering and process development, Andritz Nonwoven...

Robert Brookins, Alexium International

Robert Brookins
Alexium International

Alexium International is a specialty chemical development company...

Dr Anup Rakshit, ITTA

Dr Anup Rakshit
ITTA

The Indian Technical Textile Association (ITTA) is the only association of ...

Seema Agrawal, Artisan Saga

Seema Agrawal
Artisan Saga

Artisan Saga, founded by Kaushik Rajani and Seema Agrawal, is an online...

Niti Singhal, Twee In One

Niti Singhal
Twee In One

Best known for convertible clothing, Indian brand Twee In One by designer...

Suman Nathwani, Suman Nathwani

Suman Nathwani
Suman Nathwani

Designer <b>Suman Nathwani</b> talks about her journey of opening a...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


June 2021

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Advanced Search