Italian luxury brand Valentino joined EC luxury platform Tmall Luxury Pavilion, Alibaba Group’s site catered to premium brands on Nov. 27. In the Tmall flagship store of Valentino, a wide range in men's, women's, bags, shoes and accessories features Tmall exclusive items for a limited time in its "Luxury Pavilion" collection.
"Luxury Pavilion" is a virtual application that Tmall officially started on Aug.1, 2017. From the top page of the Tmall official website, the first thing that is displayed is not the brand store or product, but an introductory to the brand’s heritage, making consumers understand the world view of the brand to boost audience retention in the luxury consumption experience. However, the display in the virtual app does not appear for all Tmall users, and instead appears based on the luxury consumption record of a user. Tmall flagship stores in the Luxury Pavillion includes Valentino, Versace, Marni, MCM, MOSCHINO, DKNY, Canada Goose, etc.