Image Credit: Gucci
Gucci and Alibaba’s Tmall have announced a partnership that will see Gucci unveil two digital flagship stores on Alibaba’s platform Luxury Pavilion.
Launched in 2017 as an invite-only service, Alibaba’s Luxury Pavilion aims to bring brand exclusivity and tailored shopping experience to an online platform. Luxury Pavilion currently houses over 200 high-end brands. The site allows brands to bring the same custom-tailored experience of their physical stores to an online customer base.
The first flagship store, which will focus on ready to wear and accessories, will open on December 21st. The second flagship store, operated by Gucci’s licensee Coty, will focus on beauty and makeup. It is set to open on the Luxury Pavilion platform in February 2021.
This is another move by Gucci to further establish itself within the Asia-pacific market. In 2019, Gucci announced a joint business partnership with Chinese multinational technology conglomerate Tencent. In the same year, Gucci also opened a store in Shanghai’s Plaza 66 shopping mall as well as a concept store in Beijing’s Shin Kong Palace.
In a statement made by Marco Bizzarri; President and CEO of Gucci, he said: “Gucci has strategically invested in and cultivated a ‘digital first’ approach globally, including the establishment of a dedicated Chinese digital ecosystem over the past years,”. He added that the partnership with Alibaba/Tmall’s Luxury Pavilion “represents the next step in this strategy”.
China has been able to recover more quickly from the pandemic, with sales increasing. The move by Gucci is set to pay dividends, allowing them to cater to the increasing demand for luxury products in the country.
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