After launching a China-specific e-commerce site in September 2012, Zara has launched its official Tmall store. Zara joins Burberry, Calvin Klein, Gap, ASOS, and Estee Lauder on the Chinese third-party platform for brands and retailers, which is owned by Chinese e-commerce giant Alibaba. Zara's launch comes on the heels of Inditex's decision to feature its two younger brands Pull&Bear and Bershka on Tmall in a move to help company, which recently raised $25 billion in its IPO on the New York Stock Exchange, gather data, feedback and service experience information.
China, where the brand currently has 450 stores, is a top expansion priority, says Inditex chairman and chief executive Pablo Isla. The brand's Tmall store will offer online shoppers in China the same range of products for women, men and kids as zara.cn, and Zara’s stores across China. According to Isla, “China is a very attractive market for us. First of all, Chinese people like fashion very much. Second, because all of the economic development of the country from the evolution of the cities to shopping mall development, to a lot of people moving from the country to the cities. China is a very relevant market for us. The idea is to keep on growing in a significant way there." Isla also told analysts that the Tmall model should allow the brand to keep control of its image, while reaching the booming e-commerce market and reach consumers in smaller cities in China.