Tiffany & Co is targeting high-spending customers in China with a digital recreation of its flagship store in Paris.
Visitors to the luxury e-commerce platform Tmall Luxury Pavilion will able to browse the virtual La Place Vendome outlet and make purchases.
Tmall is a Chinese-language website for B2Conline retail, launched in 2008 by Alibaba Group which generated $126bn revenue last year. Its Luxury Pavilion is dedicated to high-end brands, allowing them to offer consumers an “immersive” experience.
“Tmall Luxury Pavilion’s leading operational capabilities will help Tiffany deepen its connections with target consumers, build long-term value, and achieve greater success,” Tmall Luxury Pavilion head Janet Wang said in a statement.
Tiffany already has 41 bricks-and-mortar stores in China, including seven in Shanghai.
“This strategic expansion reinforces our longstanding commitment to our clientele in China and brings the house’s iconic collections to a broader audience, inviting them to experience the exceptional artistry and heritage of Tiffany & Co,” said Anthony Ledru, Tiffany’s president and CEO.
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