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Retail

How Tmall continues to empower luxury brands in China

October 5, 2020

Tmall’s virtual model Aimée endorsed Prada’s Spring 2020 collection in a series of popup posters. Image credits: Tmall, Prada Tmall’s virtual model Aimée endorsed Prada’s Spring 2020 collection in a series of popup posters. Image credits: Tmall, Prada

 

By Sarah Ramirez

NEW YORK – With an audience of about 900 million, Alibaba’s Tmall Luxury Pavilion has become indispensible for high-end brands hoping to reach Chinese affluents — but the platform’s appeal goes beyond its audience.

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  1. Luxury Unfiltered: Hermès and Patek Philippe prove trust is the true luxury
  2. Ferrari, Chivas Regal forge multiyear partnership
  3. Off the Cuff: A Q&A with Steinway & Sons' Ben Steiner
  4. The Ritz Carlton, Missoni launch beach club in Bali
  5. Bentley renovates countryside estate in Cheshire
  6. Dior goes for gold with flashy J'adore campaign
  7. How Raoul Shah, a peripatetic agency exec, collected 500-plus “Do Not Disturb” door signs and begat a tome
  8. ‘Copy Nothing’ campaign defines next era at Jaguar
  9. Ginori 1735, St. Regis Hotels partner to scale branded cafe concept
  10. ‘Hermès in the Making’ pop-up continues world tour in Zurich
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