Mullen said Burberry’s move was notable because fashion brands have yet to embrace Tmall. Lacoste is the only fashion brand with a presence on Tmall. Beauty brands, however, have been more open to Tmall than Amazon. Estée Lauder, Clinique, and Clarins have opened stores on the platform, and APAC prestige beauty brands (originating in Korea and China) have been selling on Tmall for years, but have not opened direct to consumer stores.
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