Michael Kors has decided to take advantage of Tmall’s upgraded Flagship Store 2.0 storefront to launch the new customization service through a digital pop-up experience.
The pop-up by the retailer allows shoppers to take a personality test that will provide them with product suggestions based on questions related to subjects such as their favorite beverages or sports.
The experience then offers users the opportunity to add hand-painted customizations to Michael Kors bags, with paint options including a co-branded selection of brushes and colors made by the New York-based label in collaboration with Californian leather-paint company Angelus Paints.
Along with the launch of its new customization service, Michael Kors has also announced that it is hosting its first ever Super Brand Day on Tmall, an event that brings together the e-commerce platform’s various resources to create a brand-specific mega-sale.
“Michael Kors is forging new, innovative ways to engage with Chinese consumers with activations on its Tmall Super Brand Day. Tmall has been at the forefront of working with brands to build elevated engagements for young Chinese consumers, and we look forward to continuing to partner with Michael Kors as they accelerate their momentum and growth,” said Liu Bo, Alibaba Group VP and general manager of Tmall and Taobao marketing and operations, in a release.
