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Coronavirus: Brand Moves for Thursday May 7

Chinese e-commerce giant Alibaba has launched a new luxury platform targeting younger consumers that also aims to help high-end brands shed excess inventory built up during the global lockdown. Most labels have been enjoying a recovery in sales in China since March, but the pandemic has disrupted supply chains and warehouse planning across the globe, leaving fashion groups with vast amounts of unsold goods. Alibaba said it was piloting the new Luxury Soho platform to run alongside its Tmall Luxury Pavilion flagship site. “Brands are now sitting on a worldwide abundance of stock and are also needing to find ways to reach new consumers,” said Christina Fontana, head of Tmall Fashion and Luxury in Europe

She said the platform would help high-end houses reach newer consumers such as those from China’s lower-tier cities or so-called Gen Z shoppers, young clients up to the age of 25 who are just entering the world of luxury and are expected to become increasingly important for the sector. “With Luxury Soho, brands can now move selected products and collections onto an online outlet store and bring them in front of a specific audience,” she said.

San Francisco-based casual wear brand American Giant, like other clothing brands such as Hanes and Fruit of the Loom, has pivoted to producing protective facemasks – but has also reacted smartly to the new work environment by producing a loose-fitting trouser called the WFH Pant. The $148 garment, designed “for what working from home really means in 2020, when you’re taking care of business at your job, but also checking off everything else on your to-do list,” apparently has “the stretch, comfort and ease of a sweatpant, with the polish and structure of a trouser.”

Business solutions provider Ultimate Software, which closed a merger with Kronos Incorporated on April 1, has launched resources and features for its UltiPro platform to support its customers and their employees, and help customers navigate changing legislation, better understand employees’ feedback and needs, and communicate more effectively during this time of uncertainty. The list of HR and payroll-related product enha

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