Luxury fashion brand Kenzo has launched a flagship store on Tmall Luxury Pavilion, marking the brand’s first partnership in China with an e-commerce provider.
This also makes Kenzo the first LVMH-owned fashion label to open a standalone store on Alibaba Group’s dedicated platform for luxury and premium brands.
Kenzo’s flagship store features items from its ready-to-wear, footwear, bags and accessories collections. The brand also launched its kung fu-inspired Chinese New Year capsule collection on the Pavilion, featuring Kenzo’s Kung Fu Rat character, a nod to the zodiac animal of the new lunar year.
Two items from the new capsule, a red cap and a zipped card case, also made their global debut on the Pavilion.
To engage young shoppers, the brand also released a Kung Fu Rat-themed animation and interactive racing game inspired by 1950s comics and martial-arts movies from the 1970s. Pavilion users can play the game, featuring Kung Fu Rat and his Chinese-zodiac companions in a race across a hand-painted landscape, to win special perks and benefits.
As part of the launch, Kenzo is also offering some of its first Pavilion customers special-edition boxes for purchases as well as interest-free, flexible payment options via Ant Financial’s consumer-lending service, Huabei.