Mytheresa steps up foray into China with Beijing event

After the global luxury fashion e-commerce platform Mytheresa was listed on the New York Stock Exchange in January, expanding its customer base in China has become an important goal for the company, according to Michael Kliger, CEO of Mytheresa.

To boost its efforts to penetrate the Chinese market, Mytheresa hosted a banquet at TRB Temple in Beijing on May 13 to introduce and discuss the brand concept and the fashion trends after several events were successfully held in Shanghai last year.

"As one of the world's fastest-growing luxury markets in the digital world, China presents a huge opportunity and potential. Chinese shoppers are very well-educated about luxury brands and products and lead a highly digitalized life. They highly value exclusives and true European craftsmanship," said Kliger.

Kliger believed that their offer of the best products from brands such as Gucci, Bottega Veneta and Saint Laurent, across womenswear, menswear and kidswear resonates very well with Chinese consumers.

"We also see a great interest in our exclusive designer capsule collections. Our customers really appreciate us presenting them with unique pieces that they can't get anywhere else," said Kliger.

According to Kliger, Mytheresa has to adapt to the special needs of Chinese consumers. Therefore, their Mandarin-language website offers localized payment options such as Alipay and WeChat Pay along with fast and secure shipment to China within 72 hours and free returns within 30 days.

Also, customers can get in touch with Mandarin-speaking members in customer care and personal shopping teams.

"We also focus on a select number of promotions around local shopping festivals such as Double Eleven and Qixi (Festival). Of course, digital marketing is an important source of customer acquisition for Mytheresa as well and we are very active on Baidu, Red, Weibo and WeChat," said Kliger.

Launched in 2006, Mytheresa offers ready-to-wear, shoes, bags and accessories for women, men and kids from over 200 international designers and brands, including Valentino, Balenciaga, Miu Miu and Saint Laurent.