Tmall, the largest B2C ecommerce platform for global and domestic brands and retailers in China, hosted its “See Now, Buy Now” Tmall Collection Fashion Show during the weekend in Beijing, kicking off the month-long lead-up celebration to Alibaba Group’s 2018 11.11 Global Shopping Festival.
This year – the festival’s 10th anniversary – its fashion show added a new interactive element. In addition to popular “See Now” and “Buy Now” features that allow viewers to purchase items shown on the runway instantly from their mobile phones, this year’s fashion show also introduced an innovative feature, “Play Now”. “Play Now” gives viewers the chance to vote for their favorite outfits to create a trend report that would provide insights and instant feedback to participating brands.
“Tmall Collection is our annual extravaganza to showcase the hottest trends in fashion. We created the ‘See Now, Buy Now’ concept two years ago, and we are excited to boost consumer engagement to a new level with the ‘Play Now’ feature, enabling viewers to share their views with brands real-time,” said Jessica Liu, President of Tmall Fashion and Luxury. “The ‘See Now, Buy Now’ show provides a powerful sales channel for the world’s leading brands and also has the potential to reshape the fashion industry with the interactive component tailored for the always-online Chinese millennials.”
The four-hour “See Now, Buy Now” show featured an impressive lineup of more than 60 international and domestic brands showcasing their latest collections, including Estée Lauder, Levi’s, Adidas, Guess, I.T, M.A.C.., G-Star Raw, and Swatch. More top luxury brands participated in the event than ever before, including Stella McCartney, Burberry, MCM, La Perla, Giuseppe Zanotti, and Stuart Weitzman.
To celebrate the 10th anniversary of the 11.11 Global Shopping Festival, the fashion show also featured a special segment highlighting crossover products that are specifically designed for the Festival. Celebrities participating in the show this year included American fashion designers Anna Sui and Jason Wu, American singer Jaden Smith, and Chinese singer Chris Lee.
The live runway show had attracted over 57 million online viewership, more than tripling that of last year. It was broadcast live on 10 platforms, including the Taobao app, Alibaba’s video platform Youku, social media platform Weibo, and short video app Tik Tok.