Antony Morato is venturing into China. As part of its global development strategy, it has opened a directly run digital store in the Tmall Global section of Alibaba.

“We've decided to send out a positive signal by investing in China and showing our faith in the country's potential as a key frontier in the new market 4.0,” states Lello Caldarelli, the president of the Neapolitan menswear label. “Working with a partner like Tmall will give us the chance to introduce Chinese consumers to our collections and our Italian identity and pave the way to retail development in the near future,” continues Caldarelli.

The Chinese market has an important part to play in the development strategy of a brand that is pushing forward on all fronts, making investments in a digital-friendly e-commerce model and developing multi-channel fulfilment services for the entire sales network. The goal is to put customer services in place, consolidate retail operations with stores that are increasingly secure for customers, and complement shopping processes with interconnected web services that are linked to the company website and the e-commerce systems.

The initiative not only caters to the new needs that have emerged as a result of the pandemic but also - and most significantly - espouses the digitization processes that will be found in the high-tech, cutting-edge shops of the future.