[...]
<allProperties>
 <properties>
  <property>
   <key>variants</key>
   <value><![CDATA[
    {
     "Mud" : {
      "VariantIconPic" : "https://www.shop.com/media/jacket_mud_variant_icon.jpg",
      "productPic" : "https://www.shop.com/media/jacket_mud_variant_pic.jpg",
      "productUrl" : "https://www.shop.com/jacket_mud"
     },
     "Black" : {
      "VariantIconPic" : "https://www.shop.com/media/jacket_black_variant_icon.jpg",
      "productPic" : "https://www.shop.com/media/jacket_black_variant_pic.jpg",
      "productUrl" : "https://www.shop.com/jacket_black"
     },
     "Red" : {
      "VariantIconPic" : "https://www.shop.com/media/jacket_red_variant_icon.jpg",
      "productPic" : "https://www.shop.com/media/jacket_red_variant_pic.jpg",
      "productUrl" : "https://www.shop.com/jacket_red"
     },
     "Navy" : {
      "VariantIconPic" : "https://www.shop.com/media/jacket_navy_variant_icon.jpg",
      "productPic" : "https://www.shop.com/media/jacket_navy_variant_pic.jpg",
      "productUrl" : "https://www.shop.com/jacket_navy"
     }
    }
   ]]></value>
  </property>
 </properties>
</allProperties>
[...]