As of today, Moschino has delved further into the online market, primarily in China. The Italian fashion brand formed a partnership with Tmall Luxury Pavilion and plans to collaborate more in 2021. In an interview with ALIZILA, Moschino's Stefano Secchi talked about the future of the brand.
"Our business on Tmall Luxury Pavilion grew 80% last year, compared to 2019. This significant jump in sales helped us balance less-strong performances registered in other countries. It was a boost of oxygen," said Secchi when asked if working with Tmall Luxury Pavilion has helped Moschino with any hurdles during 2020. "The collaboration also enhanced our brand visibility and knowledge acquisition in China. It gave us a stronger understanding of the client’s journey and experience in e-commerce environments and their feedback on our collections."
When asked about the possibility of furthering business in China, Secchi said, "Unfortunately, some cities in China have recently gone under full or partial lockdown, so the situation has been constantly changing. But I believe that China will remain a key market for luxury and further grow in importance, but there will be a reshuffle of parameters: For instance, domestic traveling is emerging strongly, so we’re seeing destinations where travel retail and duty-free are available – such as Hainan Province – become more relevant. While we’ve seen a change in formats, the market has maintained its speed of growth. My outlook on the market remains extremely positive."
In 2020, the biggest challenge we faced was to digitize and change our formats," said Secchi when asked how Moschino has worked to develop a stronger digital presence in 2020. "Moschino was among the first few brands to launch a virtual showroom – we innovated strongly to create such tool – then we took our show fully digital again for our 2021 spring-summer show. In some of our stores worldwide, we implemented augmented-reality experiences for our clients. They can book an appointment to use smart glasses to virtually browse the store in 3D and consult sales assistants in real time from their homes. In China, specifically, we’ve also been launching capsule collections digitally on Tmall Luxury Pavilion and recently kicked off a campaign for the Chinese New Year, where we experimented with gamified experiences for the very first time."
Information originally sourced from ALIZILA.