The fashion label, owned by French group Kering, is set to open two flagship stores on the luxury shopping platform.
The first Gucci flagship store is set to open on Monday December 21 and will sell the brands fashion and leather goods collections. The second store, which will launch in February will have a focus on beauty products and will be operated by Coty, Gucci’s license partner.
The new Tmall collaboration is building on an already successful digital presence in China. The brand launched its Chinese website, gucci.cn in 2017 to great interest from shoppers and has also partnered with a number of China’s most important social media platforms including Weibo and WeChat.
Historically, luxury brands such as Gucci have been more reluctant to sell their products online, however as a result of the ongoing global pandemic and the subsequent shift in consumer shopping behaviour, these brands have been forced to turn to shift their business online.
According to Alibaba, Tmall Luxury Pavilion has a customer base of around 750 million people.
