MILAN, Nov. 11 (Class Editori) -- Luxury keeps expanding in China with Made-in-Italy products ranking first, as proved by today's 13th edition of Alibaba's 11.11 Global Shopping Festival. "More than 200 luxury brands have attended today's event, including Italian Tod's, Prada, Zegna, Ferragamo, Armani, Max Mara, Golden Goose, Pomellato, Canali, while others, as Hermès and Saint Laurent, will participate for the first time in the initiative, which represents the culmination of their work in a competitive and difficult market as the Chinese one," Christina Fontana, Head of Tmall Luxury for Europe and the US at Alibaba Group, explained to MF (Class Editori). "Moreover, the fashion houses joined Tmall Luxury Pavillion, which renewed itself to provide more immersive shopping experiences".
Among the initiatives, La Perla, Emporio Armani, Burberry, Balmain and Coach created the first digital art gallery accessible in the metaverse, while Chopard recreated a virtual shop. Moreover, Nike launched a program that allows consumers to customize their avatars by taking part in sports challenges to unlock special advantages. Through livestreaming sessions, Bally will interact with customers and Maison Margiela will ask clients to test its AR app.
"The festival has grown from just 27 companies to 290,000 brands from around the world, with 900 million Chinese potential consumers buying on Alibaba's B2C platforms in China, such as Tmall and Tmall Global. Now the focus has shifted to the creation of a sustainable event: our green logistics programs imply over 60,000 collection and recycling stations scattered across China.
The pandemic has accelerated the digitalization of the luxury market: in China in 2020, sales of this segment increased by more than 150%, with online penetration almost doubling to 23%. We expect technology to encourage responsible consumption behaviors," Rodrigo Cipriani Foresio, General Manager of Alibaba Group for Southern Europe, concluded.
(Source:Class Editori)
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