By  on June 28, 2018

MILAN — Moschino’s new flagship on Alibaba’s Tmall Luxury Pavilion, which was unveiled today, serves more than a financial and commercial purpose. It taps into a young generation and clarifies the brand’s positioning.

The project “is very important in China in terms of brand perception and quality and price ratio,” Gabriele Maggio, general manager of Moschino, told WWD. “The store allows us to convey a message of repositioning, which would not be easy otherwise, offering us the right visibility.”

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