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Moschino launches on Tmall’s Luxury Pavilion

Hoping to expand its reach among China’s young high-end consumers, Italian fashion house Moschino has launched a flagship store on Tmall’s Luxury Pavilion.

As part of the launch, Moschino creative director Jeremy Scott, known for his whimsical, tongue-in-cheek designs, has crafted a special collection just for Tmall users. The collection includes six ready-to-wear pieces and accessories, including a T-shirt, hoodie, sweater, dress and baseball cap – all sold exclusively on the Pavilion.

The platform was launched last August to deliver to China’s high-end consumers the same kind of brand exclusivity, customer service and tailored shopping experience online that they would expect at a brick-and-mortar store. It now features up to 60 international brands, including Burberry, Givenchy, Maserati and LVMH-owned Guerlain and Zenith.

“To win in the China luxury market, you need to win over Millennials. We already see quite a bit of brand love among this powerful consumer group, which we plan to grow in partnership with Tmall. There is no better partner to engage Millennial luxury shoppers than Tmall’s Luxury Pavilion,” said Gabriele Maggio, Moschino’s GM.

“We are building an exclusive, social and digital experience with Tmall, designed for Millennial shoppers, to build our brand and expand Moschino’s presence in the Chinese market,” Maggio added.

Jessica Liu, president of Tmall fashion and luxury, said the platform looks to provide Moschino with an exclusive, personalised and data-rich experience, helping the brand engage with a new generation of sophisticated luxury consumers.

Sales of luxury goods in mainland China are forecast to grow by 20-22 per cent this year and expected to account for the lion’s share of growth in 2018, according to a report released earlier this month by the consulting firm Bain & Company.

After Moschino experienced double-digit growth last year, Massimo Ferretti, executive chairman of Moschino’s parent company, Aeffe, said in March that in the mid- to long-term, the company aims to develop “highly distinctive” collections, while strengthening its presence in high-potential markets, especially in the greater China region and Asia Pacific.

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