How the luxury sector is engaging with Chinese customers from a social distance – Dior and Prada go digital; Shanghai Fashion Week partners with Tmall
This week, coronavirus has been forcing luxury brands to look at new ways they can reach Chinese consumers; meanwhile, Lanvin’s CEO has resigned
China’s luxury sector has remained closely intertwined with the latest developments with coronavirus over the past week, despite the fact that Europe and the US are the new hotspots for the pandemic. The challenging business climate has propelled the luxury sector to look at how it can use new – socially distant – channels to boost both revenue and positive PR.
STYLE puts luxury in China over the past week under the spotlight.
Shanghai Fashion Week partners with Tmall
Shanghai Fashion Week is going full-on digital this year. From March 24 to 30, the much-anticipated annual fashion event is partnering with Alibaba’s Tmall marketplace for a special edition of Tmall Cloud Fashion Week. About 150 fashion and accessories brands, both home-grown and overseas, are participating.
Highlighted labels include Angel Chen and Shushu/Tong – both Chinese designer labels showcased at international fashion weeks in Milan and Paris. Multi-brand labels such as Labelhood, Net-a-Porter and IT also feature in the official programme.
The brands live stream on Tmall content such as virtual showrooms, panel discussions and pop-up e-stores to preview fall/winter 2020 collections and showcase spring/summer 2020 collections which are already in store and available for see-now-buy-now. Virtual model AR Idol models the latest fashion collections available to then buy on Tmall.
Dior joins Wechat Video Account
