Michael Kors has announced the launch of a ‘digital flagship' store on the luxury online platform Tmall.
The US brand will open an online store on the Luxury Pavillion section of the platform, which is owned by Alibaba Group. The boutique will offer Chinese customers exclusive access to special products launched only on Tmall -- in addition to the full Michael Kors womenswear and menswear range. The label currently operates 149 physical stores and its own online store in mainland China.
"Consumers are becoming more digitally engaged with luxury shopping in China and Tmall Luxury Pavilion is the perfect venue for us to communicate Michael Kors' brand vision," said John D. Idol, Chairman and Chief Executive Officer of Capri Holdings Limited, the fashion holding company behind Michael Kors.
"This collaboration will bring both exciting products and elevated shopping experiences to the more than 700 million Chinese consumers on our platforms," added Jiang Fan, President of Taobao and Tmall.
Michael Kors isn't the only major brand feeling the pull of Tmall. The H&M-owned label & Other Stories recently announced that it is tapping into the Chinese market for the first time this year by making its debut on the B2C marketplace this fall.