Uterq√ºe, sister label to Zara, on Tuesday launched a flagship store on Tmall to establish its presence in China’s premium fashion market.
The Spanish ready-to-wear brand has long been a fashion-editor favorite, thanks to its sleek, trendy designs and smart tailoring. It doesn’t yet have any physical shops in China, but Uterq√ºe confirmed plans to open shops in the market in the near future.
Uterq√ºe would continue its tradition of renewing the product selection in stores and online twice each week in China as well, giving consumers on the Alibaba Group-owned B2C marketplace immediate access to all of its newly launched clothes.
“With the rapid growth of the market for high-end goods on Tmall, more and more premium fashion brands from Europe and North America have joined the platform, even opening a store on Tmall ahead of its brick-and-mortar roll-out,” said Anita Lyu, vice president of Tmall Fashion.
“Through partnering with Tmall, brands can receive accurate feedback from Chinese users and leverage that to design an overall strategy that suits the China market,” Lyu added. “Meanwhile, tapping Tmall can help boost brand awareness and open up markets more quickly.”
Uterq√ºe’s parent, the textile and apparel giant Inditex, operates more than 7,448 stores worldwide and eight brands, including Zara, Zara Home, Massimo Dutti, Bershka, Pull and Bear, Stradivarius, Oysho and Uterq√ºe. With the latest Uterq√ºe store opening, the group’s entire portfolio of brands now have official stores on Tmall.
Other Spanish brands on Tmall include fashion brands Desigual, Mango and skincare giant MartiDerm. In August last year, the LVMH-owned fashion house Loewe became the first brand to hold a flash-marketing campaign on Tmall’s Luxury Pavilion, a channel for premium and luxury within the shopping app.