Abercrombie & Fitch (A&F) is set to launch its Abercrombie & Fitch and abercrombie kids brands on Chinese online marketplace Tmall, which is owned by Alibaba Group.

The move comes after A&F’s lifestyle brand Hollister has been listed on Tmall since 2014.

Through the platform, Abercrombie & Fitch intends to leverage Alibaba Group’s network of 454 million annual active buyers across its retail marketplaces in China.

According to the retailer, the partnership with Alibaba Group will enable it to meet the changing needs of Chinese consumers by employing a strategic omnichannel approach covering online-to-offline shoppers.

"Alibaba Group places a strong emphasis on consumer engagement, which aligns with our focus on creating a unique online brand experience for our customers.”

A&F further noted that the demographics on Alibaba Group's China retail marketplaces complement the A&F brand's target consumer base.

A&F CEO Fran Horowitz said: "Alibaba Group places a strong emphasis on consumer engagement, which aligns with our focus on creating a unique online brand experience for our customers, as well as facilitating a seamless and frictionless shopping experience.

“Building on our Hollister brand's successful partnership with the leader in China's online retail space, we are excited to bring our A&F brand experience to the broader Chinese market, beyond the reach of our physical stores through Tmall.”

Utilising big data and marketing tools such as live-streaming, Tmall offers a personalised shopping experience.

In addition to ten retail stores, A&F operates a local website at abercrombie.cn.

A&F and Tmall are contemplating providing additional omnichannel capabilities to the shoppers.