Gucci joins Alibaba's Tmall Luxury Pavilion

On Monday, Gucci launched its first online flagship store on Alibaba Group's Tmall Luxury Pavilion platform. Early next year, the Italian fashion company will open a second online store.


Exclusive platform for branded products

The recently opened webshop offers all kinds of items from the fashion collections of the Italian luxury brand, writes Pandaily. In February 2021 another beauty store will be launched on the digital platform, where Chinese shoppers will have access to the full range of Gucci's beauty products.


Launched in 2017, the Tmall Luxury Pavilion is home to more than 200 brands with products ranging from clothing and beauty products to watches and luxury cars. It is a unique online platform for buying both domestic and international branded products.


Digital first

Gucci has built a strong digital ecosystem in China in recent years. Three years ago the luxury brand launched its Chinese website. It is also very present on social media platforms in the Asian country.


The new investments are part of Gucci's global 'digital first' strategy. "At the Tmall Luxury Pavilion we provide our customers in China with an authorized, customized e-commerce experience," said CEO Marco Bizzarri.