Tmall luxury Pavillon welcomes kenzo

The Kenzo House inaugurated a flagship store on Alibaba’s Tmall Luxury Pavilion on Friday 17 January. It is the brand’s first e-commerce partnership in China.

By Luxus Plus


It is also the first fashion brand in the LVMH group to open a boutique on the website dedicated to high-end brands of the Alibaba group.


Several brands of the LVMH group are already present on the platform in the beauty, accessories and wines and spirits sector, and the arrival of Kenzo marks a new stage.


The Kenzo flagship store offers the best sellers of its ready-to-wear, shoes, bags and accessories collections.


To celebrate the opening of the store, the brand presented on the platform a capsule collection inspired by kung fu for the Chinese New Year, including t-shirts, pullovers, backpacks and sneakers that stage a “Kung Fu Rat”, a nod to the animal of the zodiac of the lunar new year.


Two items from the new capsule – a red cap and a zipped card holder – also made their world exclusive debuts at the Pavilion.


For young consumers, the brand offers an interactive racing game on the theme of “Kung Fu Rat”, inspired by comics from the 1950s and martial arts films from the 1970s.

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Pavilion customers can play the game, which stages the “Kung-Fu Rat” and its Chinese zodiac companions in a race through a hand-painted landscape, to gain exclusive benefits.


As part of the launch, Kenzo also offers some of its first customers special edition packaging boxes for their purchases as well as flexible payment options through Ant Financial’s consumer loan service, Huabei.


Read also > Sébastien Badault (Alibaba France): “For Chinese consumers, there is no antagonism between luxury and e-commerce”


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