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Zara sister label Uterque has opened a flagship on Alibaba’s Tmall to build brand awareness in China’s premium fashion market.
Uterque has yet to open any physical stores in China, but the company’s parent Inditex says China is definitely on the radar in the near future.
According to Alibaba Group news site Alizila, Uterque will continue its tradition of renewing the product selection in stores and online twice a week in China as well and customers of Tmall, Alibaba’s B2C marketplace, will have immediate access to all of the label’s newly launched clothes.
“With the rapid growth of the market for high-end goods on Tmall, more and more premium fashion brands from Europe and North America have joined the platform, even opening a store on Tmall ahead of its brick-and-mortar roll-out,” said Anita Lyu, VP of Tmall Fashion.
She said launching online in advance of opening physical stores helps brands understand the market first.
“Through partnering with Tmall, brands can receive accurate feedback from Chinese users and leverage that to design an overall strategy that suits the China market,” Lyu said. “Meanwhile, tapping Tmall can help boost brand awareness and open up markets more quickly.”
Inditex operates more than 7448 stores worldwide under eight brands, including Zara, Zara Home, Massimo Dutti, Bershka, Pull and Bear, Stradivarius, Oysho and Uterque. Uterque is the last to open an official store on Tmall.
