Business of Fashion has reported that Bulgari has become the latest LVMH brand to partner with e-commerce company JD.com. In accordance with the terms of the deal users who search for Bulgari on JD.com will be redirected to a special Bulgari mini-program operated as part of JD.com. In laymen’s terms, that makes Bulgari available within a separate e-commerce shop within JD.com, rather than being available directly on its platform.
This partnership marks the first time Bulgari has worked with a third party e-commerce partner. This partnership is similar to the one Bulgari currently has with Louis Vuitton, where users are redirected to Louis Vuitton’s WeChat mini-program to purchase a full range of the brand’s products. Berluti and Givenchy Beauty also have flagship stores on JD.com that opened last month.
With the e-commerce market expected to reach 3 trillion dollars by 2024, China is a target market for fashion companies. China is also a major luxury market, and with the accelerated growth to online shopping, Bulgari is attempting to stay ahead of the curve.
Article written by Kristopher Fraser on behalf of Fashion United.
Available at: https://fashionunited.com/news/fashion/bulgari-partners-with-jd-com/2021080241352