This piece was written by Angelina Xu and originally published on Jing Daily

Fran Horowitz, CEO of Abercrombie and Fitch since February announced that the brand is opening up its online flagship store on Tmall.com, a popular Chinese e-commerce platform owned by Alibaba.

The launch is set to take place on July 26, and the brand’s official webpage on Tmall.com is already in place, with a countdown board that says “coming in four days”.

Luxury brands are targeting millennial consumers using digital platforms, product diversity and creative storytelling

The American casual luxury brand has been stumbling in sales and PR in recent years and the appointment of Fran Horowitz earlier this year came after a long gap in leadership.

Horowitz had a little short of twenty years of experience in the retail market and had successfully led the introduction of Hollister Co., the company’s other brand, into the Chinese market.

Online shopping of fine jewellery gaining popularity