Paul Smith, the renowned British fashion brand, is making its mark in mainland China with the opening of a flagship store on Tmall Luxury Pavilion. This move reflects the increasing focus of Western luxury brands on reaching Chinese consumers online.
The newly opened store aims to cater to Paul Smith’s expanding customer base in mainland China. With its presence on Tmall Luxury Pavilion, the brand gains access to nearly 900 million Chinese consumers. Currently, the store offers the Spring/Summer 2021 men’s and women’s ready-to-wear collections, with an official launch scheduled for August. The Autumn/Winter 2021 collection, featuring casual and sportswear-inspired designs from the recently launched PS Paul Smith Happy collection, will also be available at that time. This collection seeks to convey a message of youthful positivity, with a prominent PS Happy logo adorning separates and accessories designed to attract a new generation of customers.
Ashley Long, the Managing Director of Paul Smith, emphasized the brand’s commitment to reaching an ever-growing and evolving consumer base. The brand sees tremendous potential in Tmall’s robust digital ecosystem and extensive reach. Tmall Luxury Pavilion, established in 2017, has already garnered the support of over 200 premium brands, highlighting its popularity among high-end fashion labels. Just this month, Danish brand Ganni also announced its debut on the platform.
The opening of Paul Smith’s Tmall store signifies a strategic move to tap into the vast market potential of mainland China. By leveraging Tmall Luxury Pavilion’s digital platform, the brand can connect with Chinese consumers who seek access to its rich heritage and craftsmanship. Additionally, it provides an opportunity to expand the reach of both the core Paul Smith line and the diffusion lines. As the partnership between Paul Smith and Tmall continues to flourish, the brand looks forward to engaging with a new generation of customers in China while upholding its reputation for quality and design excellence.
Useful links:
1. The Era of the Super Shopper: Luxury Brands Face a New Reality
2. Tmall Privileges Serve as Showcase for Luxury Brands
