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How Tory Burch aims to woo shoppers on Tmall ahead of Chinese Valentine’s Day

By Sasha Fedorenko July 29, 2019 - 12:24 pm

US fashion brand Tory Burch announced the launch of a flagship store on Tmall Luxury Pavilion in a bid to woo shoppers ahead of the Chinese Valentine’s Day.

The Qixi Festival, also known as the Qiqiao Festival, is the Chinese Valentine’s Day celebrating the annual meeting of the cowherd and the weaver girl in Chinese mythology. The event points out that the cowherd and the weaver maid meet with each other on the night of the seventh day of the seventh month on the Chinese lunar calendar every year.

The romantic event, celebrated on the 7th of August is now seeing Tony Burch in preparation for the annual event. The brand aims to create experiential services designed for Tmall shoppers. Its aim is to leverage omnichannel experiences to engage shoppers online and in-store. The localised experience focus on establishing the brand as a fashion destination in China.

Tory Burch released an interactive tool for consumers to share their sentiments with one another on a romantic holiday. Using the augmented reality-powered “AR Buy+” function on Mobile Taobao, consumers can scan any heart-shape in their surroundings to access a special page that allows them to send personalised letters to their loved ones.

On Friday, the brand launched a Chinese Valentine’s Day-themed pop-up installation in China’s northern Harbin city.

To mark the opening of the store on Tmall, the brand exclusively debuted seven items on the platform, including its Katya Tunic Dress, Ella Printed Logo Tote and Poppy Canvas Espadrille, as well as products from its Chinese Valentine’s Day capsule collection. The capsule includes four handbags, a card case and the brand’s signature ballet flats in pink and red.

Chinese consumers can now find Tory Burch’s clothing, shoes, bags, accessories and watch collections on the Pavilion – the label’s first third-party e-commerce store in the country, it said in a statement.

The flagship opening comes as Tory Burch expands its retail footprint across the country. The brand now operates 34 stores in China, including five new boutiques launched this year, including in Guangzhou, Hangzhou, Nanning and Chengdu.

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