Luxury brands were forced to postpone most fashion launches following the Coronavirus outbreak in China, but as the country recovers, fashion brands are leaping at the chance to launch on Tmall—China’s largest e-commerce platform. On March 13 Prada joined the platform, followed by Miu Miu 10 days later. Both luxury labels are working with a new virtual “idol”, Aimee, to model collections. Aimee is a virtual reality character meant to enhance customer experiences and reach younger shoppers who can engage with her “trendy and luxurious” look. Aimee will star in short films, fashion blogs, and HTML5 games to further reach Gen Z customers.
Luxury brands have had to quickly diversify traditional runway strategies as the spread of Coronavirus forced show cancellations. Though unexpected, this turn of events is allowing fashion brands to craft more engaging content strategies—as the Prada Group is hoping to do with Aimee and Tmall. Prada had already been working to increase its online DTC sophistication, according to a Gartner report, and by limiting wholesale distribution, the brand is in a stable position to recuperate following the Coronavirus pandemic in China.
By working with Tmall, Prada and Miu Miu can begin boosting their presence and sales in post-Coronavirus China.