Tmall Luxury recently introduced new features specifically to support Gen Z, the next generation of luxury buyers and a digital-first fashion-forward customer base in China. The online destination for high-end and designer brands introduced features to educate, entertain and engage this demographic, all with a focus on self-expression and identity rather than luxury as a status symbol.
On Tmall Luxury, young shoppers will find a content channel called Soho Mag, a daily livestreaming service called Soho Live and a membership program that offers personalized services.
On Tmall Luxury, 80% of the customers on the platform are 35 years old or younger. As Tmall identifies, "with the number of luxury consumers in the 18-25 age group more than doubling between July 2018 and June 2019, this younger consumer segment is set to become a bigger driver in the luxury industry."
Image Credit: Tmall