Michael Kors launches on China’s Tmall
NYC-based fashion brand Michael Kors has announced that it is launching a digital flagship on China’s Tmall. The storefront will also be featured on the Tmall Luxury Pavilion, the platform set up by Alibaba Group in 2017 to host luxury and premium brands.
The online store is Michael Kors’ first third-party partnership in mainland China, where the Capri Holdings Limited-owned brand already operates 149 brick-and-mortar locations, as well as its own online store.
Besides offering the full Michael Kors women’s and menswear ranges, the label’s Tmall store will give Chinese shoppers access to exclusive products launched only on the platform.
“We are excited to launch our new Michael Kors digital flagship on Tmall and Tmall’s Luxury Pavilion,” said John D. Idol, chairman and CEO of Michael Kors Capri Holdings, in a release. “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.”
“Michael Kors is an iconic, beloved brand and we are delighted to partner with them as they look to accelerate their momentum in the Chinese market. 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 joins more than 100 brands on the Tmall Luxury Pavilion, including fellow Capri label Versace, as well as Valentino, Burberry, Moschino, Givenchy, Stella McCartney, and Chanel, which launched pre-orders on the platform on July 5.
Sales have been relatively weak at Michael Kors recently, taking a hit from declining comps and reductions in wholesale and licensing revenues. At the end of May, Capri cut the brand’s full-year 2020 revenue forecast to $4.45 billion, down from a previous target of $4.55 billion.
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