Luxury brand Cartier recently announced that it has partnered with Alibaba
Cartier will operate a flagship boutique store through the Tmall Luxury Pavilion, offering all of its product categories including jewelry, timepieces and accessories. To commemorate the launch of its online boutique, Cartier will also offer two pieces exclusive to Tmall: the new Juste un Clou small model bracelet with diamonds and the new Guirlande chain wallet bag.
In addition to its usual product offerings, Cartier will also be providing other services through Tmall such as product engravings, gift packing, and interest-free installment payment schemes.
Mike Hu, general manager of Tmall Fashion, Luxury and FMCG, commented: "Alibaba is committed to unlocking new value for brands. In today's luxury landscape, it is critical to engage with both Gen Z and classic luxury consumers, and providing consumers with the most personalized experience is a crucial step for the growth of luxury brands. As such, Cartier's Tmall flagship boutique will adopt the new Tmall Flagship Store 2.0 model, providing a virtually perfect brand experience for its targeted consumer groups. Looking forward, we will help Cartier leverage Alibaba's Business Operating System to further upgrade its digital strategy."
Cartier, which first launched an online store in China in 2015, has opted to also open an online store on Tmall, citing a new online audience that is hungry for innovation.
"In China, Cartier has the privilege to engage with a young and sophisticated audience that is used to experiencing online journeys as much as offline ones. Starting from the launch on Tmall, Chinese clients will be further empowered to explore the Cartier's creations and services in more convenient and innovative ways," said Guillaume Alix, Cartier China CEO.
Aiming to enhance its online presence, Cartier has created the hashtag #LET'S CARTIER# on Weibo, and a grand opening ceremony is being planned for February 2020, set to coincide with Tmall Super Brand Day.
