New York-based clothing label, Theory, known for its minimalist, precisely tailored wardrobe essentials, has opened its first online store in China on Alibaba’s Tmall e-commerce platform and its dedicated site for high-end shoppers, Tmall Luxury Pavilion.
The stores offer all items in Theory’s womenswear and menswear collections available in its brick-and-mortar stores. Offline, the brand currently counts 33 stores across 17 cities in China, a number it expects to double in three years.
As part of the partnership agreement, Theory and Tmall will work more closely to leverage consumer insights and offer personalized New Retail experiences, starting with providing the same bonus points, sales benefits and exclusive birthday perks to Theory’s hundreds of thousands of VIP loyalty club members, both online and offline, for a more-seamless shopping experience across all channels.
Tmall also provided the brand with marketing support.
Owned by Japan’s apparel giant Fast Retailing, Theory targets a new category in the market now known as contemporary fashion — garments and accessories with designer aesthetics and premium quality, but sold at more-affordable price points. Contemporary fashion labels include Massimo Dutti, Charles & Keith and H&M Group’s COS.
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Aside from Theory, Fast Retailing also owns fashion brands, including Helmut Lang, J Brand and French lingerie brand Princesse tam.tam, as well as premium fashion brand Comptoir Des Cotonniers. Two of its brands, Uniqlo and GU, have already opened flagship stores on the Tmall platform.