La Perla's ecommerce education in China

La Perla APAC CEO Chiara Scaglia is working out how the brand maintains its luxury appeal in the ecommerce age.

Chinese supermodel Liu Wen fronts the La Perla campaign.

When Chiara Scaglia took over the La Perla portfolio for APAC around 2013, the Italian heiress of Pacific Global management set out to revamp the luxury lingerie label through a series of operation overhaul and new store openings.  

After moving the operation base from Singapore to Greater China, Scaglia set up an ecommerce team and launched flagship stores of the brand on Tmall and JD.com. But the initial foray of the brand into...

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