Moncler debuts on Tmall

Luxury Italian label Moncler is ramping up its presence in China, with the opening of an online store on Alibaba-owned marketplace Tmall.


Moncler 1952

Known for its luxury down puffer jackets, Moncler will open a virtual pop-up shop on the Tmall Luxury Pavilion, a platform created by the Chinese e-commerce giant in August last year, in a strategic move to offer high-end international brands to China's luxury and digitalised consumers.

Via the new pop-up, Moncler will debut its "Moncler Genius" collection, the first instance that the 2018-created line comes to China. The e-store will also give fans of the French-Italian brand early and exclusive access to other capsules.

Iconically, the move marks the first time Moncler and Alibaba have teamed up. In a news statement on Tuesday, the European brand hailed the distribution deal as "a bold step for the brand’s retail expansion into the digital sphere."

“Digitalisation opened a new era, and luxury brands are adapting to changing shopping habits, as the sector attracts younger consumers who are constantly seeking eye-catching new items,” said Remo Ruffini, chairman and CEO of Moncler.

“I think China is our biggest digital challenge for the next years, and I am happy to partner with Tmall to offer customers a great, unique shopping experience through one of the most exciting online pop-ups we have created.”

Kicking off from September 27, Tmall shoppers will have pre-sale access to the Moncler Palm Angels collection, which runs through October 4, after which the jackets hit the brand’s physical pop-up stores and website.

Moncler is also offering an exclusive collection especially designed for the Luxury Pavilion, entitled 'The Yellow Capsule', and will invite prime members of Tmall’s Pavilion Club to attend physical pop-up events in Beijing and Shanghai.

In addition, shoppers will have access to other previously released collections under the Moncler Genius umbrella, which was first unveiled at Milan Fashion Week in February. This includes Moncler 1952, Moncler Simone Rocha, Moncler Craig Green, Moncler Noir Kei Ninomiya and Moncler Fragment Hiroshi Fujiwara

Moncler joins a bevy of luxury fashion, beauty and accessories brands that already sell on the Luxury Pavilion. Launched in August last year, the niche platform currently offers nearly 70 brands, including Burberry, Versace, Tod's, Givenchy and Tag Heuer. Products range from apparel and beauty items to watches and luxury cars.

Speaking on the tie-up with Monler, Tmall Fashion and Luxury President Jessica Liu said the Luxury Pavilion will help the brand reach China’s millennial, digital-savvy luxury shoppers through innovative and exclusive experiences, such as the virtual pop-up shop.

“We look forward to leveraging our unparalleled technology and consumer insights to effectively engage with Moncler’s consumers both today and into the future,” said Liu.

According to market researchers Bain, worldwide sales of luxury goods, worth about $321 billion, are growing at 4% to 5% percent a year until 2020.

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