LVMH expands luxury partnership with JD.com

LVMH has increased the raft of brands which have joined up with Chinese ecommerce giant JD.com as Givenchy launches its mini program on JD’s marketplace.

Givenchy joins Louis Vuitton, Dior and Bulgari on JD’s mini program scheme despite the fore-mentioned being notoriously adverse to partnering with third-party ecommerce platforms in the past.

The mini programs enable the brands to tap into the evergreen young Chinese luxury consumer base.

“What we are offering LVMH, which has a big group and within the group many different brands … [is] the most tailored and customised business models, based on the brands’ needs,” JD fashion and lifestyle international business president Kevin Jiang told BusinessOfFashion.

Brands are able to choose from a wholesale model, a marketplace flagship model (which is similar to rival Alibaba’s Tmall Luxury Pavilion) and the newer mini program option.

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“The brands can completely control the customer experience, the user journey, the layout,” Jiang said.

The mini program, which has the capability of being nearly identical to the brand’s own WeChat mini programs which were produced by JD.com in partnership with “some of the top-tier brands” as a way of bridging the interests of brands with those of the ecommerce platform.

“Moving forward there will be more,” he added, however avoiding naming which brands could potentially join the scheme.

“Luxury is going to continue to be one of the fastest-growing categories within fashion on JD,” Jiang said, pointing out the fact that luxury sales have increased by over 200% on the platform since 2019.

The online luxury market penetration in China has increased from around 13% in 2019 to 23% in 2020, according to Bain.

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