Alibaba’s Tmall launches luxury Maison app feature

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Alibaba’s Tmall Luxury Pavilion has stepped up its premium offering with a new maison-style store format on its redesigned app.

Focused on appealing to the ecommerce giant’s luxury shoppers, Tmall’s new invite-only Maison feature enables brands to customise their digital editorial content and storefronts all within the Tmall app.

Italian luxury fashion house Bottega Veneta launched its flagship store on the newly-enabled Maison concept this week, joining Valentino, Burberry, Tod’s and Ermenegildo Zegna who already opted-in.

“The Maison concept was designed so luxury brands could digitally embody their unique brand stories, heritage, savoir-faire and innovations, as well as their in-store atmosphere and energy,” Tmall Luxury Pavilion general manager Lili Chen said.

“We’re helping them engage with online luxury consumers — mainly the ‘always connected’ generation of young consumers, but also consumers in lower-tier cities that rely on digital devices to buy luxury goods.

“We want to provide them with the best tailored, immersive shopping experience that they would get shopping in a brick-and-mortar store.”

Launched in 2017, Tmall Luxury Pavilion features more than 80 brands, including Versace, Stella McCartney, Moschino, Tag Heuer and Zenith.

Products range from fashion and beauty items to watches and luxury cars.

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