Bulgari launches innovative flagship on Tmall Luxury Pavilion
Jeweller Bulgari has launched an innovative flagship store on China’s Tmall Luxury Pavilion as it looks to offer customers a new experience of luxury consumption in the digital era.
The flagship store fuses a minimalist user interface design with Bulgari’s distinctive style as it aims to deliver an immersive shopping experience and demonstrate the brand’s craftsmanship.
Jean-Christophe Babin, chief executive of the Bulgari Group, said: “The world of luxury has accelerated and evolved significantly in the past five years with the client more than ever at the heart of Bulgari business model. We have adapted to the new lifestyles of our clients at 360 degrees evolving from hard to experiential luxury also through digital ecommerce platforms that become an increasingly important touch point both in terms of communication and sales.
“Bulgari is the first luxury brand to open a boutique that adopts the concept of innovative flagship store on Tmall Luxury Pavilion, proving even more its ability to satisfy clients diverse needs, leveraging the platform’s rich experience in consumer operation, product strategy and marketing and controlling its image and exclusivity.”
Shoppers can enter the store by searching for “Bulgari” on the Taobao app or Tmall app to select their favourite pieces. Bulgari said the store will be enhanced over time with the introduction of more functions based on user behaviour and feedback.
J Michael Evans, president and director of Alibaba Group, said: “As Chinese consumers are increasingly reliant on online consumption and their diverse lifestyles are influencing their spending behaviours, Alibaba is continuously upgrading digital capabilities to serve Chinese consumers well. The new “Bulgari Flagship Store” on Tmall Luxury Pavilion represents our strong partnership with Bulgari and also embodies a new concept of flagship store that can further enrich the immersive experience on the customer journey for luxury consumption on Tmall.”