Alibaba organises fashion show featuring Victoria’s Secret, Pandora and Ralph Lauren to tap sophisticated Chinese consumers
Alibaba organised a fashion show "See Now, Buy Now" ahead of its annual 11.11 shopping festival to leverage its media and e-commerce platforms to appeal its viewers and consumers.
Alibaba organises fashion show featuring Victoria’s Secret, Rimowa, Ralph Lauren and empowers Chinese brands
Brands like Guerlain, Adidas, Pandora, Ray-Ban, Estee Lauder, Victoria’s Secret, Rimowa, Ralph Lauren, French fashion group SMCP, Italian leather goods brand Furla featured in "See Now, Buy Now".
Robert Geller and Jason Wu debuted their show in China and the event featured Taiwanese-American actor and singer Vanness Wu, Chinese actress and singer Fan Bingbing and Chinese female rap sensation VaVa.
Chinese brands and designers like Dong Liang, Daphne, Anta, HLA and Erdos too showcased their designs.
The event will be broadcasted across seven media platforms on October 31. They include terrestrial channel, Beijing TV, the CIBN smart TV platform, online video site Youku, the Weibo social-media platform, news aggregator, Toutiao and the Taobao and Tmall shopping apps.
Chris Tung, Alibaba's chief marketing officer said: “‘See Now, Buy Now’ is not just a place for merchants to sell their product, but a platform to grow their brand.See Now, Buy Now’ perfectly illustrates the merging of offline and online shopping. Viewers watching the show can enjoy the show while shopping on their phones or saving the items for a later date.”
Alibaba’s 11.11. Shopping Festival has evolved from its annual sales day ‘Singles Day’.