Abercrombie & Fitch to launch on Alibaba’s Tmall
Abercrombie & Fitch and Abercrombie Kids are to launch on Alibaba’s Tmall, China’s largest consumer platform for brands and retailers.
Tmall has carried the Hollister brand since 2014 and from 26 July will also include a full offering of Abercrombie & Fitch and Abercrombie Kids products.
In a statement, Abercrombie said the fact that 75% of Alibaba’s users are under the age of 35, and around 80% of its gross merchandise value takes place on mobile, the demographics on Alibaba’s China retail marketplaces align well with its updated brand target of consumers in their twenties.
Abercrombie currently has ten physical stores in mainland China and a local site at Abercrombie.cn. The brand said it is exploring with Tmall how to provide additional omnichannel capabilities to shoppers.
Fran Horowitz, chief executive of Abercrombie & Fitch, said: “Alibaba Group places a strong emphasis on consumer engagement, which aligns with our focus on creating a unique online brand experience for our customers, as well as facilitating a seamless and frictionless shopping experience. Building on our Hollister brand’s successful partnership with the leader in China’s online retail space, we are excited to bring our A&F brand experience to the broader Chinese market, beyond the reach of our physical stores through Tmall.”
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