Online luxury retailer Mytheresa eyes China expansion with tailored shopping experience for wealthy consumers

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Online luxury retailer Mytheresa aims to grow its brand in China by localising its sales platform and social media presence, according to the company’s chief executive officer.The firm, based in Munich, Germany, has hired people who grew up and were educated in China to understand the behaviour of Chinese consumers and tailor its online retail platform, said Michael Kliger in a video interview.Upping its marketing efforts is the crux of its strategy to expand in China’s highly competitive…

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