Arianna Pigliavento is introduced in her course materials as Senior Business Development Manager for the Fashion Category at Tmall Global, part of Alibaba Group. Her professional perspective connects fashion business development with China’s ecommerce and marketplace ecosystem.

At Digital Fashion Academy, Arianna teaches Ecommerce in China: Marketplaces & Social Media Management, helping professionals understand Chinese consumers and evaluate the digital channels available to fashion and luxury brands.

Her course explores market entry models, domestic and cross-border marketplaces, local partner selection, store launches, logistics and performance management. It examines platforms including Tmall, Tmall Global, JD.com and JD Worldwide, connecting strategic decisions with the practical requirements of running an ecommerce business in China.

Through fashion and luxury brand case studies, Arianna also explores the role of WeChat, Xiaohongshu (RED), Douyin and other Chinese social platforms in brand discovery, community building and sales. Her teaching connects marketplace operations with influencer collaborations, livestream commerce and omnichannel marketing.

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