Bulgari has launched a flagship store in the Chinese Tmall and offers not only products but tailor-made services

Italian jeweler Bulgari has partnered with Chinese e-commerce giant, Tmall, to create a bespoke digital storefront to maintain brand value while making the move to market. The brand became the first to experiment with the platform’s innovative showcase model called the luxury pavilion. Through the Bulgari Tmall store, the brand offers not only products, but a selection of bespoke services, such as bespoke engraving, voice gift cards, AR try-on sessions, consultations with Bulgari sellers and a trace. More than 600 items, ranging from jewelry to watches and bags, are displayed in the store. Additionally, several Tmall-exclusive items are to be unveiled.

Incredibly popular among shoppers, digital marketplaces are often the first stop when shopping as consumers research potential purchases online. However, due to the unique model, it is extremely difficult for vendors to stand out and more difficult to control how customers perceive a brand. Selling on a marketplace can mean brands lose first-party data, the direct relationship with their customers, and control over the brand experience. To alleviate these concerns, leading marketplaces are helping brands understand how best to position themselves on their platform. By creating designated channels for certain brands and helping them create their own personalized storefront and unique experiences within their platforms, these carefully designed storefronts help brands maintain and even exceed the shopping experience expected by their consumers.

Bulgari is committed to growing and leveraging its omnichannel operations, injecting new ideas into the traditional luxury retail sector to respond and adapt to changes in consumer trends and consumer lifestyles luxury. Leveraging the expertise of Alibaba and its Tmall luxury pavilion will help the brand explore more possibilities within the luxury ecosystem, and Alibaba and Bulgari have joined forces to customize the store interface, blending the Italian house’s iconic design aesthetic with a new digital experience tailored especially for Chinese customers. Bulgari’s bespoke digital presence sets it apart from other stores in the Alibaba Tmall Luxury Pavilion digital mall. However, more brands should embrace and create a more personalized approach as they seek to further scale their online operations while simultaneously preserving the sense of exclusivity key to luxury shopping.


This article originally appeared in the PSFK iQ report, Multi-Brand Marketplace Strategy.

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