Proenza Schouler Sends Love to Chinese Customers in Tmall Launch

When New York-based fashion label Proenza Schouler launched its flagship digital store on Alibaba’s B2C e-commerce platform Tmall, it came face to face with Chinese consumers for the first time in its 20 year history. The womenswear and accessories brand made its debut on Tmall via a livestream on May 20 to engage with local audiences directly, share their unique products and spread love.
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