Alibaba’s Tmall is building on its Luxury Pavilion offering with the launch of an overhauled app which enables brands to attract and build on experience they deliver to shoppers for upmarket products. The Maison storefront can be customised by brands with bespoke content and design as well as 3D display options. Around 80 brands are offered via the Luxury Pavilion and these include Stella Mccartney, Guerlain, Moschino and Tag Heuer.
Tmall Luxury Pavilion general manager Lili Chen commented: “The Maison concept was designed so luxury brands could digitally embody their unique brand stories, heritage, savoir-faire and innovations, we 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 services to buy luxury goods.”
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