VF Corp., parent company of well-known apparel and shoe brands such as Vans, The North Face and Timberland, is stepping up its collaboration with B2C e-commerce marketplace Tmall to improve its ability to reach and sell to Chinese consumers, the companies said Thursday.

Alibaba Group-owned Tmall will help the U.S. apparel and footwear giant target likely buyers, identify category growth opportunities and tailor product designs and assortment to Chinese consumers through a series of data-driven product-development and marketing initiatives, they said.

“With Tmall’s unparalleled customer insights, strong technical support and in-depth market knowledge, we are eager to work with the world’s leading companies to help them bring their best products into the China market in the most-effective and efficient way,” said Liu Bo, general manager of Alibaba’s Marketing Platform Business. Read More