Prada takes online marketplace route in China

Luxury brand Prada is opening a flagship online store on Chinese marketplace

The move is part of the eCommerce platform’s June 18 anniversary sales festival, and it marks a shift in strategy for Prada, which like many players in the luxury space has been relatively slow to develop an online retail presence.

Prada’s upcoming autumn/winter collection will be available on, while Miu Miu and Car Shoe – two brands under the Prada Group banner – have also opened flagship stores on the marketplace.

Prada is planning to establish an online presence for all of its sub brands by the end of 2020, as it fast tracks its way into eCommerce after standing back from the initial wave of retail businesses which went online at the advent of the digital era. It only launched online in Europe in 2016 and it opened its own eCommerce proposition in China last year.

Today’s announcement represents yet another landmark as it joins one of the world’s biggest retail platforms to expand its online reach.

Kevin Jiang, president of international business for JD’s fashion and lifestyle arm, said: “Prada is synonymous globally with the highest taste in fashion and luxury, and it is truly an honour to welcome them to our online platform.

“International brands are increasingly recognising the power of JD when expanding into China’s burgeoning luxury market, and we look forward to helping Prada connect with China’s sophisticated consumers.”

European online luxury marketplace Farfetch also strengthened its ties with last week, launching its own online store on the platform. The partnership began in 2017 when Farfetch started using’s logistics capabilities to reach Chinese consumers.

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