Uterqüe, sister label to Zara, has opened its own flagship store on Tmall to help establish a presence in China’s fashion market.
The Spanish ready-to-wear brand doesn’t yet have any physical shops in China, but Uterqüe is confident that after a launch on Tmall, it will see its plans to open shops in the market come to fruition in the near future.
Uterqüe’s USP in Spain has to been to renew its product selection in stores and online twice a week to keep shoppers coming back for more. With its Tmall launch it says it will continue this tradition in China, 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. 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. Meanwhile, tapping Tmall can help boost brand awareness and open up markets more quickly.”
– Anita Lyu, vice president of Tmall Fashion
Uterqüe’s parent, textile and apparel giant Inditex, runs some 7500 stores worldwide encompassing eight brands: Zara, Zara Home, Massimo Dutti, Bershka, Pull and Bear, Stradivarius, Oysho and Uterqüe. With the latest Uterqüe 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.