Yoox Moves to Virtual China

Two years ago the company Yoox had made the move to China, now they are taking their marketing strategy a step further by launching their new digital flagship this week. 

The site went live today and is under the URL of Yoox.cn, and contains collections as well as end-of-season clothing and accessories from many of the highest regarded designers in the world.

Pushing the barriers of technology is always at the heart of modern marketing strategy and with the new web site comes new features such as voice recognition.  With this new feature the customer is able to speak in Mandarin to the computer to better narrow down their search for item type, color, etc…

This Milan-based company entered the Chinese market in 2010 and since their first store have opened nine monobrand e-commerce sites that distribute brands such as Marni, Bally, Moncler, and Alexander Wang.

“Perceptions rarely tell the whole story…We are keen to turn the theory upside down, and in fact entered China with a full-price strategy two years ago. Chinese customers are increasingly attentive to quality beyond the product itself, in particular to service.” – Federico Marchetti (Yoox Founder / Chief Executive Officer).

According to Marchetti China is among the companies top three markets that they will be investing and developing over the next four to five years.  Yoox is moving forward with their innovations however other power houses are beginning to catch on.  Macy’s Neiman Marcus, and Zara have stated in the past few months that they would be developing their e-retail on mainland china as well as Gucci.

Controlling the experience, managing pricing strategy, especially when relying on a third party, and in some cases, fostering very exclusive and personalized images continues to be difficult and even impossible for some brands who prefer to stay out [of e-commerce],” said Yuval Atsmon, a Shanghai-based partner at McKinsey & Co.

Image Credit: Yoox


Comments are closed. End of discussion...

Related Posts


Sleek Swimwear

The VIX Paula Hermanny show brought a sleek new take on swimwear to the runway at Miami Swim Week.

MIAMI BEACH, FL - JULY 15:  Models walk the runway during the Robb & Lulu 2017 Collection at SwimMiami at W South Beach on July 15, 2016 in Miami Beach, Florida.  (Photo by Frazer Harrison/Getty Images for Robb & Lulu)

Splashed Swimwear

Swimwear label Robb & Lulu brought some splashes of artistic flair to the runway at Miami Swim Week.


Entre Circulos y Líneas

Ewert nos trae una colección llena de color y geometría.

Durante Poland Fashion Week la marca Ewert nos presentó una colección con cortes, estilo y prints modernos.

Lineas, rombos y circulos al igual que diferentes colores llamaron la atención y jalaron todas las miradas del público.

Una gama de colores básicos seguida de otra con colores más vivos adornada siempre con prints o accesorios redondos como los aretes dorados que causaron sensación.


Escocés Moderno

Girl Little Boy presentó su nueva colección durante Poland Fashion Week.

La nueva colección de la marca Girl Little Boy nos hace pensar de entrada en las típicas faldas escocesas, solo que le han dado un twist moderno y urbano.

Entre diferentes texturas con gamas de colores basicos como el gris, el blanco, el negro y el beige Girl Little Boy logro darle un twist urbano y moderno a la tela Escocesa de toda la vida y basó la mayor parte de su colección sobre esta tela.

Angelika Jozefczy Poland Fashion Week

Quando la giacca fa il look

Può un solo indumento essere responsabile di un intero outfit? Certo che sì, se si tratta di una giacca e se il modello è come uno di quelli presentati in occasione della Poland Fashion Week 2016 da Angelika Jozefczyk.

Latest News