Michael Kors launches its digital flagship on Alibaba's Tmall Luxury Pavilion

Michael Kors, an American fashion brand, has introduced its digital flagship store on Tmall and the Tmall Luxury Pavilion, Alibaba Group’s dedicated platform for luxury and premium goods.

The launch marks Michael Kors’ first e-commerce channel in China, besides its own site that offers consumers the full line of clothing sold offline, as well as a selection of handbags and footwear.

The new online store will offer Tmall customers in China with exclusive access to special products launched only on Tmall as well as the entire range of Michael Kors women’s and men’s products.

John D. Idol, Chairman and Chief Executive Officer of Capri Holdings Limited, the fashion holding company behind Michael Kors, said, “We are excited to launch our new Michael Kors digital flagship on Tmall and Tmall’s Luxury Pavilion. Consumers are becoming more digitally engaged with luxury shopping in China and Tmall Luxury Pavilion is the perfect venue for us to communicate Michael Kors’ brand vision.”

Tmall’s status as the largest B2C platform in China will be leveraged by the New York-based luxury brand to produce an immersive shopping destination that will complement the brand’s digital strategy.

Jiang Fan, President of Taobao and Tmall, stated, “Michael Kors is an iconic, beloved brand and we are delighted to partner with them as they look to accelerate their momentum in the Chinese market. This collaboration will bring both exciting products and elevated shopping experiences to more than 700 million Chinese consumers on our platforms.”

At present, Michael Kors is operating 149 stores in mainland China as well as its own online store.