Bravado, Universal Music Group’s merchandising and brand management division, launched its Tmall Global store today (October 28). The partnership will offer Chinese music lovers the opportunity to purchase merchandise in time for this year’s Singles’ Day shopping festival.
The store is featuring collections from singer-songwriter Taylor Swift, who performed during last year’s Alibaba Singles’ Day Countdown Gala in Shanghai, along with legendary artists such as Guns N’ Roses, the Rolling Stones and Bob Marley.
Bravado will add a new featured artist each month to its Tmall Global store and expand its range of products to include exclusive items for Chinese fans.
Read more about Tmall’s Singles’ Day in our case study: Tmall promotes brands in campaign for extended Singles’ Day shopping festival