Fashion Business Context Fashion Business Context_Claudia Ferraretto | Page 35

E-Commerce: how to?

C

hinese e-commerce consumers number
is increasing year by year, more than the
other countries, at the end of 2015 there
were 520 million online shoppers (Fig.1).
Online sales could be the correct alternative to
solve the problems related to open a new physical shop: less paperwork, low costs in order to maintenance, staff and rents, and also, especially in a country
big as China is, it allows to achieve a wider audience.
High prices are not only exclusivity in the garment,
high prices include also the shopping experience and
luxury consumer seek for it in order to feel to experience the quality of the product with their fingertips, and try it on to see how it feels. For this reason,
luxury fashion brands have to focus on finding tech
solutions to guarantee it even online (Bain, 2016).
Armani has decided to put forward its website in
2010 by a Mandarin version, providing a size converter,

prices in RMB, a geolocation shops and payment
methods that Chinese have
a habit of using. It could be
also useful special discounts
and limited clothes editions
that can be find only online.
Another trend in the
Chinese market is Tmall.
com, or TaoBao Mall: it is
an online retail shop business-to-consumer that attract many luxury buyers,
it was created by Alibaba
Group and allows local
Chinese and international business to sell brand
name goods to consumer
in China and to develop
important sales prospects.
Some luxury major brands
including Fendi, Dior, and
Marc Jacobs, have also
launched their platform
“Luxury Channel” created
in partnership with flash
sales site Mei.com (Fashion China Agency, 2016).

Fig.1: iResearch, 2015. “Growth of the
Chinese e-commerce consumer base”

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