LONDON — Fashion and accessory label Yuzefi is doubling down on the Chinese market with the opening of flagship stores this weekend on Alibaba’s business-to-consumer platform Tmall, and social commerce platform Xiaohongshu.
Naza Yousefi, founder of Yuzefi, said China represents 15 percent of the brand’s business, and she expects the percentage to grow rather rapidly with the dual launch of the flagship stores. The brand was previously available in China only at retailers such as Galeries Lafayette, I.T., JuneShan and Lane Crawford.
“While celebrity and influencer marketing is extremely key in China, just like all other territories, we have been trying to set the brand apart by storytelling and collaborations that have been curated to disrupt and set the brand apart from our peers,” she added.
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