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Alibaba's luxury brand platform unveils customizable store format

Online retailer Alibaba Group Holding Ltd. said Dec. 18 that its luxury brand platform Tmall Luxury Pavilion has unveiled a new store format in its redesigned app that allows brands to customize their content, according to a Dec. 18 post from Alibaba's news site Alizila.

The "Maison" storefront format tab enables users to change storefront designs and utilize Alibaba's latest technologies to "digitally embody their unique brand stories, heritage, savoir-faire and innovations, as well as their in-store atmosphere and energy," said Lili Chen, general manager of Tmall Luxury Pavilion. Kering SA's Italian luxury fashion house Bottega Veneta has already trialed the concept, along with Valentino, Burberry Group PLC, TOD'S SpA and Zegna Baruffa Lane Borgosesia SpA.

Tmall Luxury Pavilion launched in 2017 and hosts over 80 brands, including GIVI Holding SpA's Versace, Stella McCartney Ltd., Aeffe SpA's Moschino SpA and Fiat Chrysler Automobiles NV's Maserati. Products range from apparel and beauty items to watches and luxury cars.

Alibaba, citing consultancy firm Bain, said Chinese consumers accounted for 32% of global sales in the global luxury market in 2017 versus 22% for U.S. consumers.