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Coach to ‘enrich’ Tmall Luxury with a planned debut

By Sasha Fedorenko September 16, 2019 - 11:20 am

An American luxury brand, Coach, have set their sights on bringing “rich customer experience” on Alibaba-owned marketplace, Tmall Luxury Pavilion with a scheduled launch later this year, following the peak of the Christmas shopping season.

Alibaba today announced the news of Coach joining their marketplace ecosystem – as a luxury brand that set to fit like a glove within the Tmall Luxury invite-only community of high-end retail heavyweights such as Versace, Marni, Giuseppe Zanotti and Coccinelle as well as Tod’s, Valentino, Tory Burch and more – embellishing the digital shelves of the Chinese-based marketplace.

Part of an American multinational luxury fashion holding company, Tapestry Inc. Coach will officially open their ‘doors’ to the public in December, followed by Kate Space early next year.

Tapestry said the brands will adopt Tmall’s new ‘Flagship Store 2.0’ format to “offer elevated, rich shopping experiences for customers,” such as more personalised content. The creative format was designed to feature more tailored experiences by bringing to the top of the results pages products shoppers more likely to purchase, complementing their existing style and accelerating the product search phase. The machine learning algorithms also collect and compare vouchers and cash-back promotions, calculating the best prices-after-discount available, instead of consumers having to do it themselves. Brands under Tapestry company umbrella are set to be among the first to tap into the newly upgraded format.

“Tapestry is committed to the Chinese market.”

“Tmall is at the forefront of the fast-paced digital ecosystem in China, highlighted by their innovative approach and consumer-centric attitude. Given Tapestry’s focus on customer experience, creating innovative strategic partnerships with leaders such as Tmall helps us to connect our unique lifestyle brands with the important fashion- and the digitally savvy Chinese consumer.”
– Jide Zeitlin, chief executive officer, chairman, Tapestry.

The partnership would help Tapestry gain deeper insights into the China market, fueling their efforts to create seamless experiences for consumers both online and offline as the aim to blend the best practices of the omnichannel service.

The announcement comes as Tapestry unveils their ‘2020 ChinaNext; digital innovation roadmap, which looks to drive engagement in the region and explore best practices they can also leverage globally.

“We are committed to offering a compelling experience for Chinese consumers wherever they choose to shop: our stores, direct brand and third-party websites or social platforms.”
– Noam Paransky, chief digital officer, Tapestry.

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