Italian luxury fashion brand Brunello Cucinelli has opened an official flagship store in the luxury section of Chinese platform Tmall. The opening follows the first soft launch earlier this year, which Tmall wrote in a press release, was very successful.
With the launch in the Tmall Luxury Pavilion, Brunello Cucinelli wants to get closer to the tastes, desires and daily needs of Chinese consumers and expand its presence in China.
Combining technological infrastructure with innovative features and services, the Tmall Luxury Pavilion aims to give Brunello Cucinelli the opportunity to create the same personalised, exclusive and unique online shopping experience that luxury consumers expect. Part of the flagship store are new formats and ways of interaction, which is particularly relevant for Gen Z. For example, in the Cucinelli flagship store, the brand’s founder talks about his commitment to bringing sustainable craftsmanship “Made in Italy” to new markets.
“Chinese luxury consumers expect a premium, seamless digital experience and they love the effortless elegance of ‘Made in Italy’. We’re proud to partner with iconic brand Brunello Cucinelli to support their success in China by appealing to today’s luxury digital consumers,” said Janet Wang, Head of Luxury Division, Tmall.
Tmall Luxury Division is a strategic unit of China’s Alibaba Group dedicated to luxury e-commerce. Since the launch of the Tmall Luxury Pavilion in 2017, more than 200 leading luxury and premium brands worldwide have joined the platform, including luxury brands from LVMH, Richemont and Kering, as well as Chanel and Hermes.