Karen Millen

Karen Millen

Accessing 500 million registered customers


With the launch of Tmall International in China by the Alibaba Group a new channel to 500 million on-line shoppers has been opened up for UK brands.

eC-Fashion, a new subsidiary, enables brands to seize this opportunity, to enter the fastest-growing online market in the world in just eight weeks.

A fashion business, run by fashion people, eC-Fashion offers a comprehensive suite of services, encompassing everything required for a successful Tmall launch; from platform design, development and management, to online marketing, promotions and customer service in China and Hong Kong.

An established Tmall partner, eC-Fashion solutions are optimised to maximise sales potential in the Tmall environment.

A Tmall spokesman said “eC-Fashion’s unique blend of local Chinese and international expertise means that they create Tmall.com flagship stores which retain their core brand values, while being effective within the Tmall.com environment, enhancing the shopping experience for our customers.”

Lynn Ritson, brand communications director at Karen Millen added. “Our brand is precious and no venture, however promising, would be allowed to detract from our brand values. The eC-Fashion team’s understanding of our needs and priorities is best illustrated by the fact that even with the significant cultural adaptations, the web platform ticked all our boxes, after just one revision.”


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