Tmall opens its first outlet. The business to consumer division of Alibaba has launched “Luxury Soho”, a digital area that will be used to dispose of the stocks of unsold goods and will act as “counterpart” to the Luxury Pavilion, the section introduced in 2017 and dedicated to high-end realities between including Cartier, Prada and Net-a-Porter. Luxury Soho will collect quality products with competitive prices in order to attract buyers, especially Millennials and Generation Z, who love fashion but are price sensitive.

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