Canali opens on Tmall, speeds up digital shift
The company said the store includes a comprehensive product offering with its tailored menswear and its SS21collection “aiming to bring authentic 'Made in Italy' menswear fashion and quality service to more and more Chinese consumers”.
The move follows the company taking back control from its franchise partners in several cities in Mainland China last May, a step that it said “further deepened the brand's connection with the Chinese market”.
Now this new opening “marks another milestone on Canali's dedicated journey to improve its brand experience”, and speeds up its move to digital, as well as its exposure to the all-important Chinese luxury shopper.
President and CEO Stefano Canali said it’s “a pivotal moment in our brand digitalisation process. China offers an exclusive opportunity to merge digital and physical touchpoints and with our presence on Luxury Pavilion we are ideally positioned to provide many more consumers with access to the rich heritage and the outstanding craftsmanship of our products”.
The company added that the partnership with Tmall will enable the brand “to integrate into China's fast-developing new retailing environment”.
The label first entered the Chines market in the 1990s and said it has since seen it "become a vital part of its global strategy and overall success”.
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