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Tmall Luxury Pavilion introduces new 'Maison' store format for high-end brands

Alibaba’s Tmall Luxury Pavilion has unveiled a redesigned app which features a new 'Maison' store format to improve the buying experience for luxury shoppers.

GENERAL MERCHANDISE

Tmall Luxury Pavilion introduces new 'Maison' store format for high-end brands

Alibaba’s Tmall Luxury Pavilion has unveiled a redesigned app which features a new 'Maison' store format to improve the buying experience for luxury shoppers.

With a designated tab on the homepage of the Luxury Pavilion, The Maison storefront enable brands to customise their digital editorial content and storefront designs and also offers early access to Alibaba’s latest technologies such as 3D pop-up shops.

Launched in 2017, Tmall Luxury Pavilion now includes over 80 brands including the likes of Valentino, Burberry, Versace, Ermenegildo Zegna, Stella McCartney, Tod’s, Moschino, Giuseppe Zanotti, MCM, La Mer, Maserati, Qeelin, Guerlain, Givenchy, Tag Heuer and Zenith.

Lili Chen, general manager of Tmall Luxury Pavilion, said: “The Maison concept was designed so luxury brands could digitally embody their unique brand stories, heritage, savoir-faire and innovations, as 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 devices to buy luxury goods. We want to provide them with the best tailored, immersive shopping experience that they would get shopping in a brick-and-mortar store.”

Having launched its store this week, Italian luxury fashion house Bottega Veneta was one of the first brands to opt in to the new concept alongside Valentino, Burberry, Tod’s and Zegna.

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