Virtual idol Aimee wearing Prada

LONDON — Miu Miu is making its Tmall debut on Monday, 10 days after Prada officially launched on China’s largest business-to-consumer platform. 

Both brands are also working with Aimee, a new virtual idol. With a realistic-looking posture, she is described as “trendy and luxurious.”

Lorenzo Bertelli, head of marketing and communication at Prada Group and the son of Miuccia Prada and Patrizio Bertelli, said Aimee will support Prada and Miu Miu to reach Generation Z and enhance the customer experience with the purpose of reaching a younger audience, in the form of short films, interactive HTML5 games and fashion blogs.

He also told WWD that the partnership with Tmall aims to provide wider product choice and diverse online services for customers.

“Prada Group’s digital evolution has led to the development of new partnerships with the major online retailers, including the opening of the Tmall flagship store in March 2020. Each channel is carefully selected and reviewed to offer customers the best support to their shopping experience and to the understanding of the collections’ stylistic content, as well as convey corporate culture represented by the products themselves,” he said.

Since joining the family business in 2017, the younger Bertelli has been pushing its brands to go digital in the world’s largest luxury market.

“The launch of the Chinese e-commerce platform since 2017 marked a step forward in Prada Group’s digital strategy. The official web sites of Prada and Miu Miu are fully integrated with local social media. Both of the brands have successfully launched pop-up WeChat mini-programs for several seasonal and holiday collections supported by creative digital campaigns and completed with omnichannel experience including special windows and installations in selected stores. With the opening of Prada and Miu Miu Tmall flagship stores, a more diverse digital journey is taking shape, where the brand’s creativity is expressed both visually and tangibly,” he added.

On Thursday, Prada will also bring Hyper Leaves, a special installation inspired by wild nature, to Beijing’s SKP-S, as China begins to recover from the COVID-19 outbreak.

The company saw a 2.7 increase in sales and a 24.5 percent jump in profits in 2019, with full-price sales traction continuing to increase, with double-digit growth and outperforming in South Korea and in Mainland China in the second half.

Patrizio Bertelli, chief executive officer at Prada, said earlier that “The soundness of our financial structure gives us the confidence to overcome this exceptional moment and to be ready to capture the recovery when it arises.”


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