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Prada debuts Chinese e-commerce platform

Italian luxury fashion house Prada SpA said Dec. 21 that it has launched a new e-commerce platform in China.

The company added that the customized and localized shopping site, which went live Dec. 19, represents a "major step" in its digital strategy. Prada plans to roll out its new e-commerce concept worldwide by the end of January 2018.

The Chinese platform is integrated with local online services such as WeChat and Alipay, and includes improved navigation that optimizes mobile use. It also has expanded product offerings ranging from ready-to-wear items, bags, shoes and accessories to fragrances and eyewear.

In addition, the new Prada site offers services such as a virtual assistant chat function, in-store appointment bookings and click-and-collect shopping using the brand's physical stores.