Yoox launches Chinese site

Fashion

line designer discount retailer Yoox is launching a Chinese site, two years after the company entered the market in China.The Chinese site will offer the usual end-of-season collections and accessories from top designers, such as Gucci and

Prada, just like its European counterpart, but tailored to the Chinese customer.

The

new site will feature special voice recognition technology allowing consumers to search for specific colour schemes by telling the site preferred colour choices in Chinese.

Milan-based Yoox Group entered China in 2010 with the launch of emporioarmani.cn. Since then Yoox has launched nine other monobrand e-commerce sites on Mainland China for labels including Marni, Bally, Moncler and Alexander Wang and in 2011, launched a Chinese version of Thecorner.com, an online luxury boutique.

Yoox is only one the latest host of foreign retailers who has plans to bolster its e-commerce presence in China.

Online shopping is expected to reach 360 billion dollars in sales volume by 2015.

In May, Yoox Founder and CEO Federico Marchetti said that China is expected to be one of the company’s top three markets within the next four to five years. “We believe localization is one of the keys to success in the China market,” Marchetti said. “As such, Yoox.cn is localized in terms of language, customer service, assortment and local collaborations with relevant offers."

Yoox