Valentino joins Tmall Luxury Pavilion

Valentino, whose name is synonymous with high fashion across the globe, has opened a flagship store on Tmall Luxury Pavilion, Alibaba Group’s dedicated site for premium brands. The online store features selected products from the Rome-based fashion house’s womenswear and menswear lines, as well as five limited-edition items available only to Tmall shoppers including sneakers, pants and shirts.

The launch late November coincided with Valentino’s 2019 Pre-Fall Runway show in Tokyo, which was livestreamed on the Pavilion.

China’s Millennial and Generation Z shoppers are on track to make up 46% of purchases in the global personal luxury goods market by 2025, up from 32% in 2017, according to a November report from consulting firm Bain & Co.

Online sales channels are becoming more critical than ever for luxury brands, with official sites and e-commerce platforms expected to account for 25% of the market’s value in 2025, up from the current 10%, Bain’s research showed.

To create a shopping experience that stays true to the brand’s heritage and values, Tmall and Valentino worked together to design the storefront’s interface, adjusting the layout to enhance branding, boost audience retention and encourage deeper interaction with consumers.

Noonoouri, the Pavilion’s new CGI ambassador, also “attended” Valentino’s 2019 Pre-Fall Runway show, posting images of all of the behind-the-scenes action to her Instagram account.

The digital avatar has already collaborate with luxury brands Chanel, Dior, Gucci and Saint Laurent.

Before opening the new store, Valentino partnered with the Luxury Pavilion in April to launch a 3D virtual store that mirrors a brick-and-mortar pop-up store the brand has launched in Beijing.

Shoppers can experience the physical location via the Tmall mobile app and browse a selection of Valentino’s collection.