The first ever Gucci Tmall store was launched virtually in China on December 21st, alongside e-commerce giant Alibaba. In addition to a high-end e-commerce offering, Gucci will also launch a second e-retail beauty outlet in February in partnership with US-based company Coty.
Responding to a post-COVID boom in luxury sales -- a result of China's success in controlling the spread of coronavirus and its economic recovery -- Gucci is hoping to engage a growing online shopping market, described as "the most dynamic growth engine for Chinese luxury spending."
After hesitating to work with discount e-commerce platforms in the past due to instances of counterfeit inventory, Gucci is changing its retail strategy with a more pragmatic marketing approach, one that targets Chinese luxury consumers more organically and locally.
Image Credit: Bloomberg, Financial Times