LVMH’s Italian jeweller Bulgari has opened on Tmall Luxury Pavilion, “becoming the first luxury brand to adopt the concept of [an] innovative flagship store”, it said. It’s part of its aim to “provide customers with a new experience of luxury consumption in the digital era”.
The brand’s Tmall store presents a minimalist design reflecting the signature Bulgari style, bringing through craftsmanship and an immersive customer experience. The brand says it will draw on user behavior and feedback to add functions and improve user experience.
Bulgari’s tailor-made digital presence sets it apart from other stores on the Alibaba Tmall Luxury Pavilion marketplace. Other brands are expected to gradually adopt a more customized approach as they seek to migrate more of their operations online while preserving a sense of exclusivity.
“Bulgari will continue stepping up digital transformation, improve the coordination between online and offline services and lead the new trends for luxury goods,” Bulgari’s CEO Jean-Christophe Babin said in a statement.
The brand plans to continuously improve on Tmall by introducing more functions based on user behaviour and feedback, and exploring special projects including High Jewelry digital exhibitions “to lead Chinese consumers on a new journey of digital luxury consumption”.
Tmall Luxury Pavilion was introduced in 2017. To date, more than 200 luxury brands from LVMH, Kering, Chanel, Hermes and Richemont have joined the e-commerce platform.
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Bulgari has opened on Tmall Luxury Pavilion
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