It is essential to remember that Tmall is not just an e-commerce marketplace, but the biggest shopping ‘mall’ in the world and in that context, a luxury brand’s e-commerce content cannot be solely focused on selling and needs to significantly double down on storytelling and showcases.
Communicating value
This article is part of a series of articles from the WARC Guide to communicating value. Read more.
A luxury study from Bain & Company in collaboration with Fondazione Altagamma from November 2020 revealed that the global personal...
