Spanish fashion brand Loewe has held a flash sale of a limited edition of its Barcelona handbag on Alibaba’s Tmall shopping site – in time for Chinese Valentine’s Day this month.
The flash sale of the 99 Hearts bags used a new ‘online pop-up store’ concept developed by Alibaba. The store opened on Tmall’s new Luxury Pavilion, and marked Loewe parent LVMH’s debut on China’s e-commerce market. The bags were priced at RMB15,900 (US$2380) each.
Loewe was the first company to use the pop-up store feature, which allows brands to design custom shopping experiences dedicated to unique inventory as well as flash-marketing campaigns for the Luxury Pavilion. The pop-up store closes after the sale has ended.
While Loewe has 20 brick-and-mortar stores in China, the company said the online sale was prompted by seeing substantial engagement among the country’s online shoppers during holidays such as Chinese Valentine’s Day. Also, the format of an online pop-up store was an ideal testing ground for entering the e-commerce market, the company said.
Alibaba is trying to connect international luxury brands with increasingly affluent Chinese consumers. The recently launched Luxury Pavilion on Tmall is designed to bring the same brand exclusivity and tailored shopping experience that consumers would get in a brick-and-mortar store to the world of e-commerce.
The pavilion currently includes brands such as Burberry, Hugo Boss, La Mer, Maserati, Guerlain and Zenith, and offers them a suite of digital marketing tools, such as Tspace, that helps them to better engage with Tmall’s wealthiest shoppers.