At NRF Retail’s Big Show in New York City, Alibaba Group’s director of strategic partnerships Christina Fontana took part in a conversation with Thom Browne CEO Rodrigo Bazan about the brand’s growth in the Chinese market and partnership with Alibaba. Thom Browne, a New York-based luxury fashion brand, is planning to open 100 stores by 2023, with China being a critical part of the company’s expansion.
Thom Browne is just one of the American retailers partnering with Alibaba to find new customers in the Chinese market. NRF President Matt Shay has noted the importance of Alibaba for U.S. retailers looking to grow sales. “E-commerce platforms, like those offered by Alibaba and others, help retailers access the global marketplace, particularly with payments, logistics and marketing, which remain critical for continued industry growth and to help retailers compete more efficiently in the global economy."
Thom Browne recently launched a store on Alibaba’s Tmall Luxury Pavilion as part of their efforts to reach the Chinese market. “We loved the fact that we had the ability to start from scratch in China,” Bazan said during the NRF panel. “To my surprise, this launch was completely done long-distance from our offices in Europe and the U.S.” With the help of Alibaba, Thom Browne built campaigns around the 11.11 Global Shopping Festival and Chinese New Year.
Fontana explained that Alibaba is helping put companies like Thom Browne in a position to succeed in China. “The important part is that we’re online, and we’re trying to communicate with the right consumers. We help enable brands to find the right target audiences — their consumers among all the consumers in China.”
Learn more in Footwear News’ coverage of the event.