Stella McCartney has become the first Kering-owned luxury and fashion label to sell on Alibaba’s Luxury Pavilion. What does it mean to both parties"Photo: Sorbis / Shutterstock
British luxury brand Stella McCartney has launched a flash sale store on Alibaba?s invitation-only luxury portal Luxury Pavilion, which is exclusively open to the country?s super-rich VIP members, to sell a selection of items including fashion, footwear to handbags. The move is a first among fashion labels owned by Kering, the parent company of elite luxury labels including Gucci, Yves Saint Laurent, and Bottega Veneta.
Stella McCartney is using Tmall Space, an ?online pop-up store? marketing tool that allows brands to personalize shopping experiences for customers. The flash sale is running from December 16, 2017, to January 15, 2018. The British fashion powerhouse comes is the second big-name luxury player to utilize this platform since the launch of the Luxury Pavilion in August this year, following LVMH-owned Spanish fashion brand Loewe.
?We?re delighted to work with Stella McCartney in Tmall Space under the Luxury Pavilion and are excited to see how Chinese consumers respond to their presence,? said Sébastien Badault, Alibaba Group?s Director of International Fashion and Luxury and Managing Director for France. He claimed that the nature of the partnership will benefit Stella McCartney by helping the brand better understand the Chinese market and consumers.
The development also sign...