Style gurus, top brands, coveted products, live streaming and “See
Now Buy Now” fuel the heat of 11.11 Global Shopping Festival
SHANGHAI–(BUSINESS WIRE)–Tmall’s status as the leading trend-defining community was further
cemented today, having gathered 80 top Chinese and international fashion
and lifestyle brands in Shanghai to pull off an interactive, large-scale
fashion show. The close to 200 top models and celebrities hitting the
catwalk drew attention from around the world as part of the Alibaba
Group 2016 11.11 Global Shopping Festival.
The ability to attract a wide range of high-end global brands, the
caliber and number of participants and the organizational management put
into a marathon eight-hour show has made the Tmall Global Fashion Show a
major event in the fashion world. This was the first time that such a
show had been staged with a global audience, across multichannels and
embracing the ability to “See Now Buy Now.”
“The Tmall Global Fashion Show is a key event that kicks off our 11.11
Global Shopping Festival and one that underscores Tmall’s tremendous
growth in the past few years. For big-name fashion brands across the
globe, Tmall has become not only a distribution channel, but also a
branding powerhouse as well as a global gathering place for lifestyle
and fashion trends. We expect the event today to become a lifestyle
trendsetter for Chinese consumers and virtually a ‘fashion week at their
fingertips,’” said Chris Tung, Chief Marketing Officer of Alibaba Group.
Launched in 2008, Tmall (www.tmall.com)
is now China’s biggest online B2C platform for apparel and accessories,
capturing close to 80% of the market share, according to the newly
released 2016 Global Trend and Lifestyle Spending Report by CBNData.
With access to more than 400 million consumers across the Alibaba
platforms and housing more than 50,000 apparel brands, Tmall is set to
grow alongside China’s online apparel and accessories industry, which is
expected to exceed RMB1 trillion in sales in 2017.
At the Shanghai Oriental Sports Center, globally-renowned style guru
Nick Wooster, the image consultant of this year’s show, led a dazzling
line-up of top models including Sui He and Maye Musk, celebrated
photographer Tommy Ton and top performers such as Chris Lee to appear in
front of the live and online audience.
The hottest labels in the fashion world debuted products to mark the
event. Top brands from Burberry to Trussardi, Paul Smith to La Perla
showed their latest offerings for the season on the runway while global
brands such as Maserati, Guerlain, Rimowa, Vidal Sassoon and New Balance
introduced their newest creations using the Tmall platform. As a
highlight of the day, Burberry released a mist of its Mr. Burberry
cologne to promote the scent’s debut on Tmall.
Streaming live on Mobile Taobao, Tmall.com and Youku, the show combined
entertainment with a demonstration of Alibaba’s latest technological
capability, to help brands engage with consumers in a fun, entertaining
and intimate fashion. Both the live and online audiences were offered
the opportunity to pre-order the items that were in the show, by viewing
the products on the Tmall and Taobao apps and tapping the “buy now”
button. Orders placed during the eight-hour show and successfully
executed on November 11 during the 11.11 Global Shopping Festival were
in line to enjoy steep discounts.
In addition, ELLE, Tmall and trend authority WGSN released their
collaborative study findings on six lifestyle trends at a press
conference prior to the show. Topics including “curated life,” “fun is
everything,” “genderless fashion,” “athleisure,” “power dressing” and
“the Eastern Character” triggered some intriguing conversations amongst
the brand executives invited to the related roundtable discussion on
stage, providing insight to help the audience stay stylish in every
facet of their lives in the coming year.
The Tmall Global Fashion Show is just one of the exciting elements in
Alibaba Group’s annual 11.11 Global Shopping Festival that culminates in
a 24-hour online sale on November 11. Popularly known as the Singles
Day, the 11.11 Global Shopping Festival has grown in seven years to
become a global online shopping phenomenon. Bigger than the U.S.’ “Black
Friday” and “Cyber Monday” combined, the festival attracted over 40,000
merchants and 5,000 global brands from 25 countries last year.
For more highlights about the Tmall Global Fashion Show and interviews
with Gap and Guerlain, please visit: http://www.alizila.com/see-now-buy-now-focus-for-tmall-fashion-show/.
About Alibaba Group
Alibaba Group’s mission is to make it easy to do business anywhere. The
company aims to build the future infrastructure of commerce. It
envisions that its customers will meet, work and live at Alibaba, and
that it will be a company that lasts at least 102 years.