Global lifestyle brand Guess has announced a partnership with the Chinese digital payment platform Alipay.

The Guess and Alipay partnership will enable Chinese travellers in the US to pay using the Alipay app when making purchases at more than 50 Guess stores in popular destinations including New York, Las Vegas and California.

Alipay Americas president Souheil Badran said, “Guess is a globally recognised brand that Chinese consumers seek out when visiting the US… by enabling these travelers to pay using the Alipay app, we are ensuring that they will have the best shopping experience, unimpeded by any language or payment barriers. Our partnership also provides Guess with a sophisticated marketing channel to promote the Guess brand to the Chinese consumers during their trip.”

Through Alipay’s geolocation-based “Discover” function and push notifications within the app, Chinese travellers can locate nearby Guess stores, receive promotional information and make purchasing decisions. The Guess and Alipay service also enables local stores to better target and connect with Chinese consumers.

“As a global brand with more than 1000 stores in about 100 countries, it is important that we are constantly innovating the customer shopping experience on an international level,” said Edward Park, SVP of North America.