The flagship store will allow Chinese consumers to access products from more than 3,500 luxury brands.
The new flagship store occupies a premier position on the Tmall Luxury Pavlion’s homepage and boasts a premium permanent banner. The launch follows the strategic partnership between Alibaba Group, Farfetch, and Richemont which was announced in November last year as a way to accelerate the digitisation of the luxury fashion industry. The partnership will serve mono-brand and multi-brand distribution strategies for luxury brands.
Judy Liu, Managing Director of Farfetch Greater China, commented: “This is an important and exciting milestone in our partnership with Alibaba and creates an incredible opportunity for luxury brands to expand into the China market at a time when international travel has been curtailed and luxury customers are unable to travel to their most loved brands’ boutiques in Europe.”
To celebrate the launch, Farfetch has partnered with a number of well-known celebrities and influencers in China to promote the storefront.
