PARIS — Cartier has signed up for Tmall’s Luxury Pavilion in China, bulking up its online presence in the country and adding a highly prestigious label to Alibaba’s e-commerce platform, WWD has learned.
The move comes just over four years after the Compagnie Financière Richemont jewelry house, which is one of the world’s biggest jewelry labels, first set up an Internet site in the country. “Given the increasingly complex e-commerce landscape in China, this strategic launch will provide significant opportunities for Cartier to embrace China’s fast-moving retail environment in order to further strengthen our commitment to our Chinese clients,” said Cyrille Vigneron, president and chief executive officer of Cartier.
Eager to tap into the wellspring of luxury demand from the country’s young, digitally savvy consumers, luxury brands are increasingly embracing Internet platforms like Alibaba’s Luxury Pavilion and rival JD.com’s Toplife. Both companies have built systems that offer brands their own, distinct spaces, like virtual stores — referred to as online flagships.
In its description, Cartier said its “luxury sensibilities” and “contemporary, standard-setting aesthetics” would be reflected in the online setting, and that the Cartier so-called flagship would have a prominent position on Tmall’s Luxury Pavilion.
Luxury executives operating in China describe the online setting
The move comes just over four years after the Compagnie Financière Richemont jewelry house, which is one of the world’s biggest jewelry labels, first set up an Internet site in the country. “Given the increasingly complex e-commerce landscape in China, this strategic launch will provide significant opportunities for Cartier to embrace China’s fast-moving retail environment in order to further strengthen our commitment to our Chinese clients,” said Cyrille Vigneron, president and chief executive officer of Cartier.
Eager to tap into the wellspring of luxury demand from the country’s young, digitally savvy consumers, luxury brands are increasingly embracing Internet platforms like Alibaba’s Luxury Pavilion and rival JD.com’s Toplife. Both companies have built systems that offer brands their own, distinct spaces, like virtual stores — referred to as online flagships.
In its description, Cartier said its “luxury sensibilities” and “contemporary, standard-setting aesthetics” would be reflected in the online setting, and that the Cartier so-called flagship would have a prominent position on Tmall’s Luxury Pavilion.
Luxury executives operating in China describe the online setting
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