Moschino partners with Alibaba’s Tmall Luxury Pavilion for its China launch

Moschino, the iconic Italian luxury fashion brand, announced today it has joined Alibaba’s Tmall Luxury Pavilion to open its namesake flagship store, offering China’s luxury shoppers the opportunity to discover Moschino’s world of innovative designs.

To expand its reach among China’s rapidly growing and young luxury consumer base, Moschino is joining forces with Alibaba to leverage the company’s unparalleled technology, exclusive platform, and insights into China’s high-end shoppers. The Luxury Pavilion is an invitation-only platform on Tmall for consumers of premium brands, providing an exclusive, luxury experience from product selection, brand experience, and customer service. Moschino’s flagship store will showcase a selection of items from its latest collections as well as the “Moschino X Tmall” collection, available only to Luxury Pavilion consumers.

The “Moschino X Tmall” collection was designed by Jeremy Scott, Moschino’s Creative Director, and includes 6 ready-to-wear pieces and accessories, including a T-Shirt, hoodie, sweater, dress and baseball cap, all inspired by its Moschino Couture! design. The collection will be available on Tmall’s Luxury Pavilion starting June 28, 2018.

“We are thrilled to make our debut into the Chinese market with Tmall.” said Gabriele Maggio, General Manager of Moschino. “To win in the China luxury market, you need to win over Millennials. We already see quite a bit of brand love among this powerful consumer group which we plan to grow in partnership with Tmall. There is no better partner to engage Millennial luxury shoppers in China than Tmall’s Luxury Pavilion. We are building an exclusive, social and digital experience with Tmall, designed for Millennial shoppers, to build our brand and expand Moschino’s presence in the Chinese market.”

“We are very pleased to partner with an iconic fashion house like Moschino to help them expand in China and engage with a new generation of China’s sophisticated luxury consumers,” said Jessica Liu, President of Tmall Fashion and Luxury, Alibaba Group. “Moschino is a unique brand and important addition to Tmall’s Luxury Pavilion which is the premier luxury shopping destination for Chinese consumers, providing an exclusive, personalized and data-rich experience for luxury brands to engage with their customers today and into the future.”

Launched in 2017, Luxury Pavilion has become the go-to destination for Chinese consumers looking to buy luxury products from around the world. The online platform provides the same brand exclusivity, customer service, tailored shopping experience consumers expect from a brick-and-mortar store brand store. The Luxury Pavilion is now home to around 60 luxury international brands.