Alibaba rolls out deeper immersive luxury shopping experience

To mark Tmall Luxury Pavilion’s 5-year anniversary, Alibaba is rolling out new metaverse upgrades that will feature a series of events that build on the ways Tmall Luxury Pavilion is helping luxury brands connect with China’s affluent shoppers. Some of the new technologies include an augmented reality (AR) fashion show, a Meta Pass which confers priority digital access to brands’ products, from Burberry to Bogner, as well as an immersive extended reality (XR) exhibition to catch a glimpse of retail’s future.

Tmall Luxury Pavilion has experienced tremendous growth in the last five years in 2021, the number of consumers on Tmall Luxury Pavilion grew 153 percent from 2019, and the gross merchandise volume on the platform rose by 309 percent. Today, it is home to more than 200 of the world’s premium luxury brands, up from 150 before the pandemic. It is also the first platform in China that carries products from the five major luxury groups – LVMH, Kering, Chanel, Hermès and Richemont.

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