E-commerce giant Alibaba partners with New York Fashion Week

Alibaba partners with New York Fashion Week / Alizila

Alibaba has launched a partnership with New York Fashion Week (NYFW) to give US designers and brands access to more than half a billion Chinese consumers.

The deal will see Alibaba’s Tmall showcase designers and brands from NYFW, such as Opening Ceremony and Robert Geller, for the first time.

The designers' fashion shows will be featured on Tmall’s second-annual ‘See Now Buy Now’ fashion show, which Alibaba says “serves as a curtain raiser” for its annual Singles Day shopping festival. Last years’ live-streamed show was viewed by seven million people.

As part of the partnership, NYFW 2018 will host “NYFW: China Day”, which will see Chinese designers feature at the annual fashion event.

Alibaba Group president Michael Evans, said the deal would provide US brands and retailers with the ability to reach China’s growing consumer base and mature e-commerce market.

“Alibaba’s scale, technology and deep consumer insight provides brands and designers with truly unique offerings to engage with consumers in the world’s largest market in new and innovative ways,” said Evans.

Alibaba has stepped up its focus on fashion in recent months launching a Luxury Mall section on Tmall. It followed moves by rival e-commerce giant JD.com, which formed a partnership with Farfetch.com and launched a luxury delivery service. While Alibaba remains the dominant player in China's e-commerce market, JD.com has begun to catch up and steal market share.

Danielle Long

Danielle Long is APAC Correspondent for The Drum with a remit to cover news from China, Australia and New Zealand. Danielle has 15 years experience as a marketing journalist and has worked on publications in the UK and Australia. She has interviewed some of the world’s leading marketing, advertising and creative brains and has written about almost every standout brand and marketing campaign from the last 15 years.

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