American fashion label Marc Jacobs this week opened a digital flagship store on Tmall Luxury Pavilion, Alibaba’s dedicated platform for luxury and premium brands, to expand beyond its brick-and-mortar presence in China and connect with a wider audience.
The store features a wide assortment of products, including ready-to-wear items, accessories, handbags and footwear. The brand’s hit Snapshot camera bags and its crossover collection with classic comic series Peanuts are also available.
“Chinese customers have long been some of the most exciting lovers of fashion with such original style,” creative director Marc Jacobs said. “We want to present authentic designs with the best possible shopping experience, and partnering with Tmall Luxury Pavilion allows us to do just that.”
Jacobs, who served as artistic director at Louis Vuitton for 16 years until 2013, remains one of the most celebrated U.S. designers to date. He has won a record-breaking nine awards from the Council of Fashion Designers of America and is also the most nominated designer in the CFDA’s history.
Eric Marechalle, CEO of Marc Jacobs, said the new store launch was part of the company’s broader push to expand into digital to meet the needs of its growing Chinese audience.
“Tmall Luxury Pavilion provides us with an opportunity to connect with smart, digitally savvy luxury consumers while also providing valuable insights and tools to strategically expand the Marc Jacobs business in China,” Marechalle added.
Marc Jacobs was among 19 brands featured this month on Tmall Luxury Pavilion as part of the platform’s third anniversary. To date, nearly 200 leading brands have opened flagship stores on Tmall Luxury Pavilion, including Cartier, Burberry, Valentino, Golden Goose, MCM, Maserati, Qeelin, Kenzo, Tag Heuer and Zenith. Last September, Swiss luxury group Richemont’s e-commerce platform Net-a-Porter opened a flagship store on the platform, giving Pavilion shoppers access to products from labels such as Chloé, Balmain, Jimmy Choo and Tom Ford.
“Marc Jacobs is one of the most iconic American brands, and we are very pleased to have their digital flagship store join Tmall Luxury Pavilion,” said Mike Hu, Alibaba Group vice president and head of Tmall Luxury, Fashion and FMCG. “We look forward to partnering with Marc Jacobs and helping them grow their business by connecting them with the large and growing generation of digital-first, Gen Z luxury shoppers in China.”
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