Alibaba quietly launched Luxury Soho, a new channel on the Tmall e-commerce platform targeting young and value-conscious luxury shoppers.
Coach, MCM among the first to join Luxury Soho
Luxury Soho is named after New York’s fashionable Soho district. It's created as a solution to help luxury brands attract younger consumers as well as those who may even be new to luxury.
Tmall Luxury Pavilion vs. Tmall Luxury Soho
Alibaba created Tmall Luxury Pavilion in 2017, where consumers can find the hottest new collections and services, while Soho stores are home to luxury deals, older collections, timeless classics and vintage collectibles.
It is more focused on branding and aimed at a more affluent class of consumers. Luxury Soho, on the other hand, targets younger, newer luxury consumers, such as those from China’s lower-tier cities or Gen Z shoppers who are just entering the world of luxury.
The majority of...
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