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An Italian luxury brand, Bulgari, has launched its DTC operations in China via Alibaba Group’s Tmall Luxury Pavilion

ConsumerGeniuses

ConsumerGeniuses

Bulgari, an Italian luxury brand, has joined the biggest e-commerce platform, Alibaba Group’s Tmall Luxury Pavilion marketplace, to run its DTC operations across China. The luxury brand has launched its customised digital store with a blend of Italian House’s design and Chinese aesthetics to set itself apart from other brands. The Tmall Luxury Pavilion will help the brand by managing the product launches, brand marketing, and service experience. Alibaba launched its Tmall Luxury Pavilion five years ago, and since then, more than 200 luxury brands including LVMH, Kering, Chanel, Hermes, and Richemont have joined the platform.

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