Berluti, a renowned luxury fashion house, is determined to enhance its online presence among Chinese consumers. In order to achieve this, the brand has announced its collaboration with Tmall Luxury Pavilion, a luxury platform owned by the Alibaba Group. This strategic move aims to boost Berluti’s sales, taking advantage of the growing popularity of online retail among Asian consumers.
Laurent Barrere, the Managing Director of Berluti for China and the Asia-Pacific region, describes this partnership as a crucial step in the brand’s commercial expansion and digitization process. The brand has high expectations for this cooperation with Tmall.
To cater to the preferences of Millennials, who make up more than two-thirds of the buyers on this platform, as well as Gen Z customers, Berluti plans to focus on exclusivity. As part of this initiative, the brand will offer early access to its new Playoff sneakers.
The Luxury Pavilion was launched five years ago and was co-designed by ten luxury industry players who aimed to create an e-commerce space that reflects their brand’s identity and aesthetics. Currently, the platform showcases over 200 premium brands from various segments, including renowned names like Gucci and Cartier.
This partnership with Tmall Luxury Pavilion provides Berluti with an opportunity to tap into the Chinese online market and strengthen its connection with Chinese consumers. With the increasing popularity of e-commerce in China, this move is expected to significantly boost the brand’s visibility and sales in the region.
Useful links:
– Alizila: Offers news and insights on Alibaba Group
– Berluti official website: Provides information about the brand and its products.
