Alexander McQueen, British luxury fashion brand, has inked a partnership deal with Chinese company JD.com Inc. to launch its online store on the newly established e-commerce luxury platform Toplife, which caters exclusively to high-end consumers.
2018 witnessed second such partnership after Saint Laurent, owned by Kering, who commenced its online sale in China through Toplife as the platform.
Post-deal with the Chinese e-retailer, Alexander McQueen will enjoy a well-settled logistical infrastructure to increase its reach to the Chinese consumers. The new online store is set to offer Alexander McQueen’s complete fashion and accessories ranges.
Toplife serves the leading global brands in fashion, jewellery, watches, health and beauty, home furnishings, cosmetics, and electronics segments in China. Alexander McQueen’s 15 stores are currently operational across China and Hong Kong. The brand is aimed to boost its online reach by collaborating with JD.com’s Toplife.
“JD.com is excited to welcome the world’s most visionary and innovative fashion labels Alexander McQueen to Toplife,” Richard Liu, CEO of the e-commerce company was quoted as saying.
Since its launch in October 2017, Toplife has emerged as a competition to Alibaba’s luxury portal Pavilion, which was launched in August 2017. The brand aims to fill the gap in Chinese e-commerce market by only offering full-priced items from premium global brands. It provides space to brands to sell directly to consumers through an end-to-end luxury e-commerce ecosystem.
“The partnership with JD’s Toplife is a strategic addition to our physical presence in China,” stated Alexander McQueen’s CEO Emmanuel Gintzburger.
