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Published
Apr 13, 2022
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Bulgari opens flagship on Tmall Luxury Pavilion

Published
Apr 13, 2022

LVMH’s Italian jeweller Bulgari has opened on Tmall Luxury Pavilion, “becoming the first luxury brand to adopt the concept of [an] innovative flagship store”, it said. It’s part of its aim to “provide customers with a new experience of luxury consumption in the digital era”.


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The company also said it has been working to offer clients “more diverse and modern luxury experiences” and the new Tmall flagship offers the “unique fusion of a minimalist user interface design and Bulgari’s distinctive artistic style”. 

It “delivers an immersive shopping experience and demonstrates the Italian excellence and exquisite craftsmanship that have been inherited by the Maison since 1884”.

Bulgari CEO Jean-Christophe Babin said that “the world of luxury has accelerated and evolved significantly in the past five years with the client more than ever at the heart of Bulgari business model. We have adapted to the new lifestyles of our clients at 360 degrees evolving from hard to experiential luxury also through digital e-commerce platforms that become an increasingly important touch point both in terms of communication and sales”.

It’s aiming to leverage the platform’s “rich experience in consumer operation, product strategy and marketing and controlling its image and exclusivity”.

It will also “continue stepping up digital transformation, improve the coordination between online and offline services and lead the new trends for luxury goods business and keep pioneering digital with the metaverse”.

The brand plans to continuously improve on Tmall by introducing more functions based on user behaviour and feedback, and exploring special projects including High Jewelry digital exhibitions “to lead Chinese consumers on a new journey of digital luxury consumption”.

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