Mulberry, the renowned luxury label, has recently set foot on Alibaba’s Tmall Luxury Pavilion, a specialized platform dedicated to top-tier brands. This strategic move couldn’t have come at a better time, with the upcoming Lunar New Year shopping frenzy in China expected to draw interest in western luxury brands, especially those offering products tailored to the local market. To seize this golden opportunity, Mulberry has unveiled its exclusive Lunar New Year Collection on Tmall, showcasing two popular bag styles in striking scarlet and black croc printed leather, complete with bespoke bag scarves designed by Chinese artist Li Rui.
Taking their engagement with Chinese consumers a step further, Mulberry is harnessing the power of social media to forge connections with their audience. Through WeChat, the brand has launched an interactive game that delves into the legend behind the lunar year cycle, offering participants personalized New Year fortunes. Additionally, Mulberry stores in the region are spreading Lunar New Year joy by gifting traditional lucky red envelopes to visitors alongside their purchases.
CEO Thierry Andretta has underscored the significance of expanding Mulberry’s Chinese customer base as an integral part of the brand’s global growth strategy. Despite having over 120 stores worldwide, with only five in China, and an established online presence in the country, collaborating with Tmall presents a remarkable opportunity for Mulberry to broaden its horizons. Tmall, boasting more than 0.5 billion monthly active users, stands tall as one of the most frequented websites globally, rendering the Luxury Pavilion a valuable platform for connecting with affluent consumers.
This dazzling partnership between Mulberry and Tmall’s Luxury Pavilion marks a new era in the brand’s relationship with Chinese consumers and its dedication to extending its reach on a global scale.
To explore Mulberry’s Lunar New Year Collection on Tmall, click here.
For more information on Mulberry’s latest endeavors, visit their official website here.
