Italian luxury fashion house Moschino, is all set to unveil its latest flagship in China, on Alibaba’s Tmall Luxury Pavilion. More than financial, the move serves a commercial purpose as it aims to reposition the brand to cater more to the emerging market of younger consumers.
“The project is very important in China in terms of brand perception and quality and price ratio. The store allows us to convey a message of repositioning, which would not be easy otherwise, offering us the right visibility,” said Gabriele Maggio, General Manager, Moschino.
To mark the inauguration, the brand has launched an exclusive capsule collection designed by Jeremy Scott. Dubbed Moschino x Tmall, the limited edition capsule features six ready-to-wear pieces and accessories which include a T-shirt, a hoodie, a sweater, a dress and baseball cap, all inspired by its ‘Moschino Couture!’ archival design.
After Jeremy Scott joined the brand as its Creative Director in 2013, Moschino underwent a turnaround in terms of its visibility and started to enjoy a strong identity in China. Known for its eccentric designs, which mimic ironic and pop aesthetics, Scott-led Moschino fit the Chinese taste precisely well.
The brand already enjoys an important market in China with awareness both in spontaneous and indirect marketing being considerably high. Backed by the Aeffe group, the brand has a consolidated distribution in the country with 53 stores, out of which 31 carry Moschino and 22 carry Love Moschino, accounting for 13.8 percent of sales from the region.
Chinese consumers today, are eager to express their own personality and individuality, and Moschino in particular is a brand that allows them to do so.
Tmall has grown very quickly in the last few years, and it already talks to Millennials, thus it was ‘the most logical extension’ for Moschino.
Maggio said he was certain and upbeat about Tmall’s prestige and authority. “It’s the ideal partner and its activities are in line with our retail strategies. I have confidence in Alibaba and the Pavilion. We have been talking with them for eight or nine months to develop the project, their mentality is very open and they can rely on different branches globally, which allow them to be in contact with different cultures,” he shared.
The Luxury Pavilion is an invitation-only platform on Tmall which caters to consumers of premium brands, and provides them with an exclusive, luxury experience right from product selection, brand experience to customer service.
Founded in 1999, Alibaba Group Holding Limited is a Chinese multinational e-commerce, retail, Internet, AI and technology conglomerate with sales of $768 billion. It has more than 552 million active consumers.
