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Retail

How Tmall continues to empower luxury brands in China

October 5, 2020

Tmall’s virtual model Aimée endorsed Prada’s Spring 2020 collection in a series of popup posters. Image credits: Tmall, Prada Tmall’s virtual model Aimée endorsed Prada’s Spring 2020 collection in a series of popup posters. Image credits: Tmall, Prada

 

By Sarah Ramirez

NEW YORK – With an audience of about 900 million, Alibaba’s Tmall Luxury Pavilion has become indispensible for high-end brands hoping to reach Chinese affluents — but the platform’s appeal goes beyond its audience.

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