Tiffany & Co is targeting high-spending customers in China with a digital recreation of its flagship store in Paris. Tiffany & Co., has announced the opening of its official e-flagship store on Tmall Luxury Pavilion.
This marks a significant milestone in the LVMH-owned luxury house’s online retail strategy in China. The virtual debut boosts its extensive network of 41 brick-and-mortar Tiffany boutiques throughout China – including seven in Shanghai.
The move makes jewellery pieces and signature designs from iconic collections including Tiffany T, Tiffany Knot, Tiffany Keys and the Love & Engagement collection available online. To mark the launch, the store hosted the online debut of a limited edition Tiffany Key design.
Tmall is a Chinese-language website for B2Conline retail, launched in 2008 by Alibaba Group. Its Luxury Pavilion is dedicated to high-end brands, allowing them to offer consumers an "immersive" experience.
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