The festival, which ran from Sept. 25 to 27, spotlighted a curated collection of 100 popular luxury products, dubbed the “Z Selection.” To mark its third anniversary, Tmall Luxury Pavilion rolled out a monthlong program of events that included its first shopping festival tailored specifically to China’s young luxury shoppers. The book was designed with young shoppers’ tastes in mind and featured products such as Valentino Garavani‘s Atelier bag, which spoke to consumers’ love for meticulous craftsmanship, and Coach‘s new Alie shoulder bag, chosen to reflect the marked appetite for reinterpreted old classics. The launch of Luxury Soho was followed in June by Alibaba’s annual 6.18 Mid-Year Shopping Festival, China’s biggest sales event since the coronavirus outbreak. The initiative is part of a broader bid, according to Alibaba’s news site Alizia, to push forward its New Retail initiative in the luxury arena to reach out to the country’s super wealthy online shoppers. By Luxury Daily News Service U.S. fashion label Marc Jacobs is debuting a digital flagship store in China on Tmall Luxury Pavilion as it seeks to grow its Chinese book of business with younger, affluent consumers. Brands include Chanel, Cartier, Bottega Veneta, Valentino, Alexander McQueen, Burberry, Tod’s, Stella McCartney, Marni, Moschino, Michael Kors, MCM, Breitling and Maserati. "The unveiling of the Net-a-Porter flagship store on Tmall Luxury Pavilion is an important first step in the development of our long-term partnership with … Tmall Luxury Pavilion is Alibaba’s dedicated platform for luxury and premium brands and nearly 200 leading brands have opened digital flagship stores on the platform since it launched in 2017. In April, the company launched Tmall Luxury Pavilion’s sister site, Luxury Soho, aimed at younger, value-conscious luxury shoppers. Tmall Luxury Pavilion also partnered with Elle magazine to release a shoppable digital “lookbook,” which featured the Z Selection and emerging fashion trends. “Luxury brands increasingly want to use new retail technology and consumer insights to connect with younger consumers, as well as drive business-model innovation,” Liu Xiuyun, the head of Tmall’s fashion unit, said in a statement. On 9 January, Cartier announced the opening of its stand-alone flagship on Tmall Luxury Pavilion, the Alibaba-owned retail portal, which also hosts … By the end of the campaign, Piaget grew its members by nine times on the Pavilion. Adding a Premium Touch. A grand launch campaign will begin in the second week of October, following China’s Golden Week, a national holiday which marks one of the busiest periods in China for tourism and shopping. The new store features a wide assortment of products, including the brands ready-to-wear lines, accessories, handbags and footwear. To date, nearly 200 leading brands have opened flagship stores on Tmall Luxury Pavilion. “The launch of Luxury Pavilion Club is the latest move from Alibaba to bring the online shopping experience to a new level with a premium touch,” said Jessica Liu, president of Tmall Fashion and Luxury, during a launch ceremony in Shanghai. Get the latest news about Alibaba Group, the digital economy, e-commerce and tech innovation. “We want to continue working with brands to bring more novel, personalized and social experiences to shoppers – whenever and wherever they are.”. BL: Because we have been able to work with the Tmall Pavilion this year, and we have had access to some consumer data and consumer behavior information from the Tmall Luxury Pavilion. Now, though, the industry is accelerating its shift to digital, with some of the biggest names joining Alibaba Group’s Tmall Luxury Pavilion over the past three years. Speaking of the Pavilion’s third anniversary, Dante D’Angelo, chief digital marketing officer at Valentino, said: “We feel we have been part of this journey, too, having at an early stage teamed up with Tmall’s teams in Italy and China to fulfill a clear goal: engage with our Chinese consumers by bringing them the best of the Valentino heritage, experience, products and values.”. It has made venturing into e-commerce an easy decision, said Luna Wang, head of Tmall Luxury Division. These same elements will drive commerce as it plays out on the Luxury Pavilion, Alibaba said, not least because they have also served to capture the attention of one of China’s most desired consumer segments: young people. More high-end brands participated in the event than ever, and the use of engagement tools such as livestreaming contributed to an uptick in sales. The new Luxury Soho channel, which caters to young value-conscious consumers, has … The new pavilion is part of a larger “New Retail” push by Alibaba, one that has played out over the past year in initiatives such as the “See Now, Buy Now” fashion show and Freshippo (also known as Hema) supermarkets. Get the latest news about Alibaba Group, the digital economy, e-commerce and tech innovation. The flagship will initially offer more than 130 luxury, designer brands sold by Net-a-Porter and Mr Porter, under one storefront. Sign up for our newsletter to receive the latest Alibaba updates in your inbox every week. Launched in 2017, Tmall Luxury Pavilion now offers over 150 brands with products ranging from apparel and beauty items to watches and luxury cars. The platform boasts nearly 200 leading luxury and designer brands – up from 150 before the Covid-19 outbreak – and expects to exceed 220 by year’s end. Alibaba’s invite-only platform, Tmall Luxury Pavilion, grew 34 percent year-on-year thanks to increased conversion rates and average consumer spend. To stoke pent-up demand and help brands regain growth during Covid-19, Alibaba mobilized its ecosystem and unveiled a series of initiatives. Meanwhile, brands like Ermenegildo Zegna have turned to gamified experiences, such as Taobao Life, an immersive virtual world designed to elevate and redefine the online commerce experience of Alibaba’s e-commerce platforms. Daily Briefing Sign Up. Livestreaming is just one of Alibaba’s innovative resources that brands have been using to connect with young, tech-savvy consumers. This year was also the first time that the Pavilion joined Tmall’s wider push to bring an immersive, round-the-world fashion week experience to China’s style-lovers. Set to kick off in December 2019, Coach’s third Tmall launch will be part of a promotional push on the platform’s luxury channel, Tmall Luxury Pavilion. And Tmall Luxury Pavilion has helped digitally transform other notable events, including Watches & Wonders, one of the watch industry’s largest trade fairs. Understanding 11.11: Alibaba’s Mega Shopping Festival. Events Calendar. Last month, Tmall Luxury Pavilion released new tools and interactive features to help brands sharpen their appeal to China’s Generation Z. “It’s important for brands to understand how to relate to and resonate with these consumers on an emotional level.”, WATCH: Why Tmall is the Ultimate Destination for Luxury Shopping. Those shoppers will enjoy personalized homepages, customized brand pages, product recommendations and exclusive VIP awards. Delivering ‘New Retail’ To The Luxury World Introduced last August, Luxury Pavilion is a section within Tmall for premium and luxury brands. Luxury menswear label Ermenegildo Zegna has launched a flagship store on Tmall Luxury Pavilion, Alibaba Group’s dedicated site for premium brands. View More Events. 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