And, at the very least, it allows Western luxury brands the opportunity to participate in China's largest national shopping spree, Singles' Day. In 2019, 295 luxury brands participated through Tmall's Luxury Pavilion, with more than 40 percent releasing new products for the event. Some items, including scarves from Burberry and watches from Breitling, were sold out within hours. Given this, it's no wonder brands are coming to these platforms in droves. Cartier reportedly signed up for Tmall's Luxury Pavilion and will start selling on it early 2020.
To date, Amazon has been synonymous with cheap goods and, at times, questionable business practices (Allbirds, the direct-to-consumer shoe brand, recently called out Amazon for copying its wool sneakers). Can a $100 million dollar marketing campaign bridge the gap between cheap goods and luxury?