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Moschino partners with Alibaba’s Tmall for China launch


By Charlotte McEleny | Asia Editor

June 29, 2018 | 3 min read

Well known high end fashion brand Moschino has inked a deal with Alibaba to launch on its Tmall Luxury Pavillion.


Moschino launches on Tmall Luxury Pavillion

The deal will see Moschino create a ‘flagship’ store on the invitation-only luxury shopping platform. Moschino will have access to Alibaba’s technology, exclusive platform, and insights into China’s high-end shoppers.

As well as selling Moschino’s latest ranges, the store will also house an exclusive ‘Moschino x Tmall’ range of ready-to-wear items, designed by Moschino creative director Jeremy Scott.

Gabriele Maggio, general manager of Moschino, said: “To win in the China luxury market, you need to win over millennials. We already see quite a bit of brand love among this powerful consumer group which we plan to grow in partnership with Tmall. There is no better partner to engage millennial luxury shoppers in China than Tmall’s Luxury Pavilion. We are building an exclusive, social and digital experience with Tmall, designed for Millennial shoppers, to build our brand and expand Moschino’s presence in the Chinese market.”

Alibaba launched the Luxury Pavillion in 2017, with brands including Valentino signing up to create special flagship stores on the platform. According to research by Zenith, China is the most advanced digital marketing for luxury brands.

Jessica Liu, president of Tmall Fashion and Luxury, Alibaba Group, said: “We are very pleased to partner with an iconic fashion house like Moschino to help them expand in China and engage with a new generation of China’s sophisticated luxury consumers. Moschino is a unique brand and important addition to Tmall’s Luxury Pavilion which is the premier luxury shopping destination for Chinese consumers, providing an exclusive, personalized and data-rich experience for luxury brands to engage with their customers today and into the future.”

Technology Luxury Ecommerce

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Alibaba Group Holding Limited is a Chinese multinational e-commerce, retail, Internet, AI and technology conglomerate founded in 1999.

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