Alibaba Group has upgraded the app for its high-end brands site Tmall Luxury Pavillion
The redesigned app features a new “Maison” store format that enhances the brand experience for luxury shoppers.
An invite-only option available only to the world’s most-prestigious and time-tested luxury brands, Maison is a designated tab on the homepage of the Luxury Pavilion distinguishing these brands from other labels.
The Maison storefronts enable brands to customise their digital editorial content and storefront designs to speak to their brand image and tone of voice, as well as offer early access to Alibaba’s latest technologies such as 3D pop-up shops.
Launched in 2017, Tmall
Luxury Pavilion now offers more than 80 brands, including Valentino, Burberry, Versace, Ermenegildo Zegna, Stella McCartney, Givenchy, Tag Heuer and Zenith.
Products range from apparel and beauty items to watches and luxury cars.
Lili Chen, general manager of Tmall Luxury Pavilion, said: “The Maison concept was designed so luxury brands could digitally embody their unique brand stories, heritage, savoir-faire and innovations, as well as their in-store atmosphere and energy.”