Moncler set to make the most of Chinese ecommerce with Alibaba’s dedicated luxury platform
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Moncler set to make the most of Chinese ecommerce with Alibaba’s dedicated luxury platform

When it comes to luxury outerwear group Moncler’s current fashion offering, it’s all about the Genius collection. And now, Chinese fashionistas who prefer to do their shopping online will finally gain access to it. The Italian apparel maker is debuting its collection exclusively on Alibaba’s dedicated Tmall Luxury Pavilion from today until October 4, after which the clothes will be sold at physical pop-up stores until October 14.

Moncler’s share price has risen by more than 45% year to date

graph 2709 moncler

SOURCE: Yahoo Finance

However, Tmall customers wont only gain access to Moncler’s existing collections – the brand will also release an exclusive collection for the platform (entitled the Yellow Capsule) and invite top members of Tmall’s Pavilion Club to luxurious offline events in Beijing and Shanghai. This is Moncler and Alibaba’s first collaboration, and a Moncler statement describes it as “a bold step for the brand’s retail expansion into the digital sphere”.

Remo Ruffini, Moncler’s chairman and CEO, said: “Digitalization opened a new era, and luxury brands are adapting to changing shopping habits, as the sector attracts younger consumers who are constantly seeking eye-catching new items. I think China is our biggest digital challenge for the next years, and I am happy to partner with Tmall to offer customers a great, unique shopping experience through one of the most exciting online pop-ups we have created.”

Jessica Liu, Tmall’s fashion and luxury president, added: “We look forward to leveraging our unparalleled technology and consumer insights to effectively engage with Moncler’s consumers both today and into the future.”


Dominion holds Alibaba in its Global Trends Ecommerce Fund, and Moncler in its Global Trends Luxury Fund.

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