Prada SpA opened an online store on Alibaba Group Holding Ltd.’s Tmall Luxury Pavilion in the hope of reaching luxury shoppers in China forced to stay home due to the coronavirus outbreak, Women’s Wear Daily reported Feb. 25, citing a statement from Tmall.
The luxury goods retailer is doing a trial run, offering 75 products from its spring 2020 collection on Tmall.
Malls and stores carrying luxury goods have shortened their trading hours due to the outbreak, prompting retailers to turn to online sales, the report said.
Alibaba launched Tmall Luxury Pavilion, which exclusively hosts designer and high-end brands, in August 2017.
As of December 2018, Tmall Luxury Pavilion hosted over 80 brands, including Kering SA’s Bottega Veneta, Valentino SpA, Burberry Group PLC, Versace and Maserati.