Kering, parent company of famous luxury brands including Gucci, Saint Laurent, and Alexander McQueen, will enter the Chinese market for the first time through a Stella McCartney pop-up store on Alibaba’s online marketplace, Luxury Pavilion. Stella McCartney will use Tmall Space, an online tool to communicate the pop-up experience to customers.
This cooperation seems to mark the end of the misunderstanding between Kering and Alibaba, the former of whom filed a lawsuit against Alibaba for vending counterfeit goods. Kering dropped the lawsuit against Alibaba in August.
Tmall Space is the virtual pop-up store of Tmall exclusively for luxury brands. It provides comprehensive services, such as brand display and digital marketing. The pop-up store will be available to customers for one month on Alibaba’s Luxury Pavilion.
At the same time, Chinese fashion website Ladymax.cn suggests that the prior cooperation between European luxury goods conglomerate LVMH and Aliababa is an important factor in Kering’s latest debut on Tmall. LVMH launched Swiss watch maker Tag Heuer on Tmall last February.
An increasing amount of international brands are partnering with Tmall, suggesting that the benefits are becoming increasingly lucrative. In August 2017, LVMH accessories brand LOEWE opened a pop-up store on Tmall, and at the close of 2017, the luxury conglomerate’s Guerlain, Make Up For Ever, and Sephora all followed suit.