Tmall makes the Queen of Spain's favorite brand more and more popular, winning the favor of young groups.

Mid- to high-end and even luxury brands including Massimo Dutti, Miss Sixty, sandro, maje, etc. are winning the favor of young Tmall users with strong style and design, while the 2000-5000 price segment of Massimo Dutti is the consumption upgrade. The largest vent, in recent years, ushered in a three-digit ultra-high-speed growth.

On July 13th, Massimo Dutti teamed up with Tmall to open "Super Brand Day". In the evening, the grand brand autumn and winter fashion show was held in Shanghai 1933 old venue. This conference not only uses a futuristic holographic projection, but all the new costumes on display can be booked in Tmall through the “see-and-buy” technology to achieve zero time difference between the show and the market.

It is said that Princess Kate is the representative of the British elegant fan, but the European royal family is better than her, and the Spanish queen Letzia is a leader. Compared with Kate’s generous and dignified style, the style of Queen Letizia is more fashionable and sophisticated. She is the main character of the news anchor who prefers the "mother man balance", while Massimo Dutti is one of the most frequently seen brands with Queen Letizia.

Massimo Dutti, which looks like an Italian name in pronunciation, is actually a pure Spanish brand. With Zara, Paul and Bear, Bershka and other fast fashion brands belonging to the Inditex Group, Massimo Dutti is considered to be the high-end line, and the materials and tailoring do not lose big names.

In 2009, Massimo Dutti opened in Beijing Blue Harbor its first stores in China; five years later, the brand for the first time electricity suppliers to test the water, exclusive partnership with the Lynx, in just three months will grow into thousands of levels Merchant. This is just the beginning of this Spanish brand written in Tmall.

On July 13, 2017, Massimo Dutti teamed up with Tmall to open "Super Brand Day." In the evening, the grand brand autumn and winter fashion show was held in Shanghai 1933 old venue. This conference not only uses a futuristic holographic projection, but all the new costumes on display can be booked in Tmall through the “see-and-buy” technology to achieve zero time difference between the show and the market.

Men's clothing started, but was worn by the Queen of Spain as a white-collar standard

Despite being a favorite brand of the Spanish Princess and many white-collar women, Massimo Dutti started his "old business" but it was men's clothing. Perhaps inspired by the Mediterranean sea breezes, Massimo Dutti's suit is a bit less "sexually cool", and it is more self-cultivating and more attractive. In addition, as a high-end brand of the Inditex Group, Massimo Dutti's materials are not sloppy, mostly made of 100% pure wool, and the texture is superior.

Until now, Massimo Dutti has retained men's private subscription services. Consumers can choose their favorite fabrics and colors, as well as linings, buttons and embroidered words on a number of specific styles.

Massimo Dutti's women's wear also continues the brand's stringent quality standards and sleek minimalist style. Chinese supermodel Liu Wen, British supermodel Care Delevingne's sister Poppy Delevingne, and Polish supermodel Anjia Lubeck, these stars who have been independent and capable of appearing as the brand spokesperson.

According to Tmall Xiao Ermu, compared with other brands under the Inditex Group, Massimo Dutti has a more mature style and a stronger sense of quality. It is mainly for middle-aged or white-collar workers who are 25 to 40 years old and have stronger spending power. .

As a brand with a design and quality above the standard, Massimo Dutti also loves its brand image. At present, the brand has 782 stores in 75 countries around the world, and the window design of each store is regarded as an important channel for communication with customers. It is understood that the brand has a team of more than 50 window designers, who are rushing around the world, and each store is equipped with a window design designed by the headquarters.

In addition to the official website, Massimo Dutti does not cooperate with other third-party e-commerce platforms in the Chinese market. Tmall is the only online channel for the brand. Inditex CEO Pablo Isla pointed out in the earnings report that the company is very sympathetic to the Tmall model, and that Tmall can maintain control over its brand image.

3 years to maintain 100% growth, Tmall is a secret weapon

Tmall did not disappoint Massimo Dutti.

Just three months into the Tmall, Massimo Dutti quickly grew into a million-level business. In 2015, the brand participated in the Tmall double 11 for the first time, and created nearly 20 million sales in a single day, refreshing the sales record of the brand's own marketing activities; in the same year, the store sales easily exceeded 100 million. During the 618-day cat's ideal life festival warm-up period, Massimo Dutti occupied the women's category of the 14-15th day and the TOP1 position of the men's wear category. At this point, Massimo Dutti has maintained a high growth rate of more than 100% for three consecutive years on the Tmall platform. With the help of the Tmall platform, China has also become the most important consumer market for Massimo Dutti in the world.

Knowing the great influence of Tmall, this super-brand day Massimo Dutti launched the Tmall starting series with the stars Huang Zongze and Yan Mengyao for the first time. It is also the first show in Asia in addition to the double eleven and discount seasons.

Tmall brings more than just a beautiful sales figure to Massimo Dutti, and it is the way for the brand to expand its volume.

“Massimo Dutti is a fast-fashioned fast fashion brand, and its own brand is very tonal. Although it has been in China for a long time, but they rarely do large communication with consumers. The opportunity of Super Brand Day, the brand is also hope to reach the peak of volume and influence with Tmall." Tmall Xiao Er told reporters.

In April of this year, Massimo Dutti set up a flash experience store at the international five-star equestrian obstacle race "Global Equestrian Championship", which created a 60 square meter exhibition space for the equestrian limited edition series. Tmall appeared as an online partner. In the store. The fashion show on the evening of July 13 was the fashion show that Massimo Dutti had customized for Tmall. At that time, the movie star Huang Zongze will wear a new limited edition small suit to open the Tmall while watching and buying a live show. The holographic technology will make this audio-visual festival have both technology and fashion sense.

With Tmall boost, the Chinese market is becoming the most innovative new retail testing ground for Inditex in the world.

Erding, president of the Tmall apparel business group, said that it is the market choice to regard Tmall as the long-term exclusive strategic partner of the Chinese market and the brand's self-supporting position. In recent years, Tmall has ushered in the Inditex Group's exclusive brands including ZARA and other brands. With the growth of Tmall's more consumer base, Massimo Dutti and other high-end fast fashion brands are also rapidly making efforts.

It is reported that in recent years, mid-to-high-end and even light luxury brands including Massimo Dutti, Miss Sixty, sandro, maje and so on are winning the favor of young Tmall users with strong style and design, while Massimo Dutti's 2000-5000 price segment clothing It is the biggest outlet for consumption upgrades. In recent years, it has ushered in a three-digit ultra-high-speed growth.

Today, brands all over the world are embracing Tmall. Today, Victoria's Secret and Freepeople, the two most popular fashion brands in the United States, are exclusively on the Internet, Tmall and Tmall International, and continue to add to the Chinese market. Tmall has welcomed Uniqlo. Global fashion giants such as ZARA, Topshop, C&A, and GAP are gathering together.

Relying on Alibaba's new retail ecosystem, Tmall is fully empowering its brands in omni-channel, digital marketing, digital distribution, and digital supply chain management. Today, Tmall has 500 million active users and a large number of young consumers. Global brands are selling the latest or limited quantities exclusively through Tmall. The world's same price and synchronization are new. Customized exclusive products for Tmall and innovative retail.