BEIJING: Ray-Ban, the premium eyewear brand, is enhancing its ecommerce capabilities in China, reflecting rising demand for goods and services among the country's web users.

The Luxottica-owned range has created an official store on Taobao Mall, one of China's leading internet retail sites.

Alongside selling established offerings, this digital hub is set to stock lines targeted specifically at local customers, like Ray-Ban Asian Fit and Asian Design.

Moreover, some items will be available to Chinese buyers exclusively via this route, with the Ray-Ban Tech: Light Ray collection only to be sold in such a way until July.

"Ray-Ban speaks to a broad audience of consumers, from young trendsetters to specialists interested in premium products and in search of innovation and technology," said Sara Beneventi, global brand director of Ray-Ban.

"We are excited to collaborate with Taobao to launch our online store and offer Chinese consumers an additional channel to shop the Ray-Ban brand."

Given that China's internet population is largely comprised of youthful, affluent people, it makes sense for fashion labels to adopt such a model.

The hardening willingness to complete transactions through the web, and Taobao's impressive user base, means Ray-Ban is particularly optimistic about the potential of this approach.

"Our e-commerce strategy in China is grounded in the continued and growing strength of online retailing in China, and Taobao Mall offers unparalleled reach and market penetration across the country," Beneventi said.

"In the future we will continue to build upon our brand awareness in China by leveraging Taobao's 370m-plus consumer community."

Taobao Mall stocks 30,000 domestic and international brands, covering categories from electronics to footwear.

Among the site's best-known clients are apparel retailers Uniqlo, Gap and Levi's, as well as sportswear manufacturers adidas and Li-Ning.

"We believe this new Taobao Mall store will provide Ray-Ban with the opportunity to satisfy its consumers with enhanced access to the company's authentic, high-quality products," said Peng Ye, general manager, Taobao Mall.

"[This is due to] the combination of the rise of online shopping in the major cities across China and the fact that Chinese consumers are growing increasingly fashion-savvy."

Data sourced from Ray-Ban; additional content by Warc staff