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on september 5, 2023, japanese fashion designer yohji yamamoto officially settled in tmall global and opened the yohji yamamoto overseas flagship store. this is the first time that the yohji yamamoto brand has tried to interact directly with chinese consumers and opened up a new market channel. this move not only marks that yohji yamamoto has embarked on a new stage of business development, but also highlights tmall global's leading position in the field of cross-border e-commerce.

in recent years, with the acceleration of globalization and the improvement of consumers' living standards, cross-border e-commerce has become an important growth point of the global economy. as a leading cross-border e-commerce platform, tmall global has opened the door to the chinese market for overseas brands with its rich user base, convenient logistics system and strong brand building capabilities. as a top designer in the japanese fashion design industry, yohji yamamoto has brought his exquisite fashion design and unique cultural concepts to the chinese market through cooperation with tmall global, attracting many consumers to love the yohji yamamoto brand.

yohji yamamoto's clothing design is known for its simple and charming design style, breaking the conventional sense of unruliness and neutral charm, making him known as one of the three giants of japanese fashion design together with issey miyake and rei kawakubo. as an independent brand under yohji yamamoto, s'yte brand focuses on the themes of "genderless" and "anti-popularity", pursuing the perfect fusion of tailoring and silhouette. these unique design concepts have also brought new vitality to yohji yamamoto's promotion in the chinese market.

since the trial operation of yohji yamamoto's overseas flagship store on august 26, the number of brand members has increased by 329% month-on-month. this not only reflects consumers' enthusiasm for yohji yamamoto's brand, but also proves the platform effect of tmall global. as part of the opening ceremony, yohji yamamoto will provide chinese consumers with s'yte tote bags and yohji yamamoto's representative floral folders as opening gifts, and will continue to launch new products and promotions on the platform in preparation for tmall double 11.

cross-border e-commerce promotes the development of global economy

this "cross-border bond" allows yohji yamamoto to communicate directly with chinese consumers, understand their needs, and provide them with more precise products and services. through the tmall global platform, yohji yamamoto will have the opportunity to gain a deeper understanding of the needs and preferences of chinese consumers, so as to better meet their needs and bring new opportunities for the brand to increase its visibility and exposure in the chinese market.

in the context of a globalized economy, cross-border e-commerce, as an important force driving economic development, also provides yohji yamamoto with a new channel for market expansion. through tmall global, yohji yamamoto will have the opportunity to establish a closer connection with chinese consumers and lay the foundation for the brand to expand more market opportunities.