Modern Marketing

P&G and Diageo star in Tmall Collection 11.11 show as Alibaba shifts pure fashion focus

By John Glenday | Reporter



fashion article

October 23, 2019 | 3 min read

The annual curtain raiser for Alibaba's 11.11 Global Shopping Festival has shifted its focus from pure fashion, incorporating consumer goods and gadgets into proceedings for the first time.

The 'Tmall Collection' fashion show, which kicked off Alibaba's Singles' Day calendar on Monday (21October) has showcased only designer fashion brands in previous years. However, for the first time, the e-commerce giant used the event to introduce a host of other products.

Along with Burberry, Polo Ralph Lauren, Levi’s and Lancôme, Scotch whisky maker Johnnie Walker was promoted via a theatrical music-and-dance performance that featured its limited-edition Game of Thrones-themed whiskeys.


Alibaba brings consumer goods & gadgets to the catwalk for a fashion show with a difference

Elsewhere, P&G’s feminine-hygiene brand Whisper put on an augmented reality-powered performance by popular virtual singer Luo Tianyi.

During the show, select advertisers also unveiled 11.11 special-edition product packaging, offering consumers a first peek at some of the 241 different custom packages that will be launched for 11.11.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

The performances were live-streamed across platforms such as Mobile Taobao, Youku, Weibo, TikTok and Bilibili.

Rather than settle for a passive viewing experience a ’See Now, Buy Now’ format enabled viewers to purchase items in real-time as they appeared on the catwalk via their smartphones.

Last year on 11.11 (which is celebrating its 11th year in November) Alibaba made around $30bn, of sales in just one day.

Modern Marketing

Content created with:

Alibaba Group Holding Limited is a Chinese multinational e-commerce, retail, Internet, AI and technology conglomerate founded in 1999.

Find out more

More from Modern Marketing

View all


Industry insights

View all
Add your own content +