Andrea Bano, Head of Juventus Merchandising commented, “Juventus’ Online Store is very popular worldwide, and we expect the same reception from the Chinese market, which has such huge potential. The launch of the Official Online Store in China filled the gap in this market and demonstrates the determination of providing the best service and experience to Chinese fans.”
Over the years, the Juventus brand has entered the mediums of fashion, art and entertainment, which has seen the club expanding its horizons of a football-centred commercial IP. This begins from being featured as a lifestyle brand at the Milan Design Week, to a cooperation with the fashion brand, Palace for a special edition shirt, to the launch of a streetwear range, the J Icon collection, and finally the current collaboration with DEWU.
Federico Palomba, Managing Director of Juventus APAC added, “Juventus has the ambition to continuously connect with a global audience through products, services and content. Especially in China, the online shopping experience is a strong part of the digital brand experience, so offering this opportunity to our Chinese fans is a natural step in the development of our brand in this part of the world. This opening was essential for Juventus.”
Launching its DEWU official store is the first step of the club’s e-commerce strategy in China. Juventus will continue launching official online stores on other platforms shortly and creating more collections featuring localised elements. Retail will be the new touch point to enable closer engagement with Chinese fans.