Michael Kors has launched its digital flagship store on Tmall and the Tmall Luxury Pavilion, Alibaba Group’s platform dedicated to luxury and premium brands, on July 18.
The new online store is the retailer’s first third-party partnership in China. It will give Tmall customers in China exclusive access to special products, as well as all the retailer’s women’s and men’s products.
The New York-based luxury brand intends to leverage Tmall’s status as the largest B2C platform in China to produce an immersive shopping destination that will complement the brand’s digital strategy.
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Additionally, Michael Kors will be holding a series of activations, including the launch of a special 30-item capsule collection, to celebrate the upcoming Chinese Valentine’s Day on August 7.
“Consumers are becoming more digitally engaged with luxury shopping in China, and Tmall Luxury Pavilion is the perfect venue for us to communicate Michael Kors’ brand vision,” said John D. Idol, chairman and CEO of Capri Holdings Ltd, the fashion company behind Michael Kors, in a statement.
