Booming Chinese Luxury Outlet Launches own E-Commerce Platform
Florentia Village is a Chinese outlet mall for Italian luxury brands. Photo: Florentia Village
Outlet malls are known for staying a step ahead of the experiential retail game. Often located a short drive outside of tourist hubs, the outlet is like being in a city within a city, complete with lavish architectural touches and cultural entertainment alongside the shops and restaurants. In China, nailing this experience is especially crucial for making consumers feel, for instance, like their visit to a town outside of Chengdu is as close to a true luxury shopping trip in Italy as they can get.
But at least one luxury outlet is recognizing that physical retail is no longer enough, and there?s a need to boost online engagement, too. As of 2016, China?s online retail industry was valued at more than $720 billion, and the number of China?s digital native consumers continues to soar. Outlet e-Commerce
That?s why at the start of the year, Italian luxury designer outlet Florentia Village, which is owned by Italian retail giant RDM Group, launched its own e-commerce platform. The website gives mainland Chinese customers access to its luxury offerings after the stores close at 8pm, with 24-hour customer service on 300 products from 10 international brands, including Ferragamo, Follie & Folli, Versace, and La Perla. By the end of the year, more than 20 luxury brands are expected to be included on the site, including Furla, Moschino, Lane Crawford and Guess.02
?As the digital wo...
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