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E-commerce giant Alibaba partners with New York Fashion Week


By Danielle Long, Acting APAC Editor

September 14, 2017 | 2 min read

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.

Alibaba NYFW

Alibaba partners with New York Fashion Week / Alizila

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, which formed a partnership with and launched a luxury delivery service. While Alibaba remains the dominant player in China's e-commerce market, has begun to catch up and steal market share. Fashion Week Ecommerce

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