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Saint Laurent ventures online in China as luxury portals take off

Reuters  |  PARIS 

(Reuters) - French fashion label Saint Laurent, part of Kering, will start selling online in through a portal, joining shopping players like in trying to tap strong goods demand from Chinese consumers.

The French brand created in 1961 by its late founder Yves Saint Laurent, said on Monday it was partnering with Toplife, a platform launched last October by which aims to woo buyers with same-day deliveries and premium services.

It rivals Pavilion, a launched in August which is backed by Alibaba's platform and features products from such as

Chinese shoppers made up 32 percent of the worldwide market in 2017, more than any other nationality, consultancy said, making it a crucial market for fashion brands.

has projected, meanwhile, that half of China's domestic consumption could come from by 2020.

Online shopping has proved a for fashion brands even if many were initially reluctant to distribute their wares too widely.

Top labels such as Kering's Gucci or LVMH's recently started marketing directly to Chinese buyers with their own websites in the country.

High-end fashion houses are still wary of alliances with mass-market platforms such as Amazon, however, fearful they will lose control of their image.

and Alibaba's platforms have already lured several other brands, touting themselves as more exclusive, selective sites.

(Reporting by and Pascale Denis; editing by Alexander Smith)

(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)

First Published: Mon, January 08 2018. 23:27 IST