Casualwear retailer Abercrombie & Fitch China continues its expansion by launching on Tmall next week along with Abercrombie Kids.

Its Hollister brand has been on the consumer platform since 2014.

With 454 million annual active buyers across its China retail marketplaces, including Tmall, Alibaba Group is helping the US brand meet the ever-growing and changing needs of Chinese consumers with a strategic omni-channel approach spanning online-to-offline.

With 75 per cent of Alibaba Group’s users 35 years and younger, and about 80 per cent of its gross merchandise value via mobile, the demographics align well with A&F’s target consumer, says the e-commerce giant. “Tmall enables brands to tap into its big-data capability and innovative marketing tools such as live-streaming to provide consumers with a shopping experience that is both deeply personalised and interactive.”

A&F has 10 physical stores in Mainland China and a local site, Abercrombie.cn. The retailer and Tmall plan to explore omni-channel capabilities for its shoppers.

“Alibaba Group places a strong emphasis on consumer engagement, which aligns with our focus on creating a special online brand experience for our customers,” says A&F CEO Fran Horowitz.