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Tmall Luxury Pavilion Sees Growth


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Alibaba’s Tmall Luxury Pavilion platform has seen significant growth as the luxury industry and luxury tourism ground to a halt as a result of the Coronavirus pandemic.

Sales on the luxury platform have grown by 159 per cent year-on-year from January to March in 2021. There are currently more than 200 leading luxury brands available on the platform including Balmain, Cartier, Ferragamo, Prada, Chloé, Saint Laurent and Van Cleef & Arpels, which is an increase of 150 since before the Covid-19 pandemic. 17 LVMH brands including Rimowa, Marc Jacobs, Dom Perignon, Kenzo, Hennessy, Dior Beauty, Guerlain, Givenchy, Tag Heuer and Zenith have all also recently opened storefronts on the Tmall Luxury Pavilion.

Most recently, Tmall Luxury Pavilion partnered with Watches and Wonders, a leading luxury watch fair organised by the Foundation de la Haute Horlogerie (FHH). The partnership will showcase new offerings from 11 premium luxury watch brands including Cartier, Chopard, Piaget and Vacheron Constantin.

This partnership follows two previous successful digital events FHH hosted with Tmall Luxury Pavilion last year when its offline shows were halted due to the global pandemic.




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