Shoppers walk past a billboard for fashion label Gucci in Beijing. The Italian luxury goods powerhouse is considering adding China to the 28 countries and regions where it already sells through its website. Photo: Reuters Shoppers walk past a billboard for fashion label Gucci in Beijing. The Italian luxury goods powerhouse is considering adding China to the 28 countries and regions where it already sells through its website. Photo: Reuters
Shoppers walk past a billboard for fashion label Gucci in Beijing. The Italian luxury goods powerhouse is considering adding China to the 28 countries and regions where it already sells through its website. Photo: Reuters

Luxury brands embrace digital storefronts in China, but will they click with buyers?

Mainlanders can already buy Giorgio Armani, Fendi and dozens of other top-brands through Tmall, but is an essential part of the experience getting lost in the digital translation?

Shoppers walk past a billboard for fashion label Gucci in Beijing. The Italian luxury goods powerhouse is considering adding China to the 28 countries and regions where it already sells through its website. Photo: Reuters Shoppers walk past a billboard for fashion label Gucci in Beijing. The Italian luxury goods powerhouse is considering adding China to the 28 countries and regions where it already sells through its website. Photo: Reuters
Shoppers walk past a billboard for fashion label Gucci in Beijing. The Italian luxury goods powerhouse is considering adding China to the 28 countries and regions where it already sells through its website. Photo: Reuters
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