The luxury French brand Yves Saint Laurent, born in 1961, started to conquest the online consumers in China. Thanks to the web portal JD.com, the company is going to propose its famous and new products to Chinese buyers. The partnership between the European fashion firm and Toplife, the platform settled up by JD.com, is going to position itself in the luxury market.
Already Burberry tried this way in cooperation with the JD’s competitor, the e-commerce Luxury Pavillon, in last August. It’s of course a challenge, but it is especially a big potential considering that 32% of the world luxury market is composed by Chinese customers. Fashion brands needs to conquest the local sector, in order to increase their sales and the income.
According to the previsions done by KPMG, from now to 2020, the half part of the domestic luxury consumption will come from online market. That is why Gucci and Louis Vuitton are already started to sell their products via web in China, with theirown websites, adapted for the country. The luxury brands are still not convinced about the partnerships with e-commerce companies like Amazon, but some of them are trying to avoid the diffidence to attract more clients.