A first for any luxury brand on China’s largest online retail platform, Burberry opens an official Burberry Tmall.com store.
This collaboration with the Alibaba Group will expand Burberry’s reach in China but is also considered a “bold” move by industry insiders. Burberry has not shied away from taking calculated risk especially in the digital space where it is banking its future growth.
Data tracker iResearch Global estimates that Chinese shoppers spent 1.84 trillion yuan ($295 billion) online in 2013, and that could reach to 4.45 trillion yuan in 2017, reports The Wall Street Journal. Meanwhile, Tmall has nearly half of China’s online retail sales, according to Euromonitor International.
The custom-built Burberry Tmall store mirrors the brand’s own online store, Burberry.com, giving a consistent look across all platforms. Burberry also has been a big proponent of keeping the online and offline experience seamless.
The Tmall Burberry store offers a selection of products from all of the brand’s product categories and is accessible in China across all mobile, tablet and desktop devices. A limited edition of the Burberry Petal bag is available exclusively in the store to mark the launch, reports WWD.
Burberry also unveils a new Shanghai flagship today.
image credit: burberry