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Victoria’s Secret, the global lingerie name known as much for its “Angel” supermodels and its “Bombshell” branded products, has brought its iconic fashion show to Shanghai, with Alibaba Group’s Tmall and Taobao marketplaces and video-streaming site Youku used as broadcast channels to reach the world’s most sought-after consumers.
In addition to locating the event in the world’s second-largest economy—the first time it has been held outside of the U.S. or Europe—the company is leveraging the “See Now, Buy Now” format made popular in China by Alibaba. All items seen on the runway, aside from those not yet released in the market, will be available for immediate purchase as Chinese shoppers watch the show.
Alibaba’s See Now Buy Now fashion show kicks off the 11.11 Global Shopping Festival season every year. Last month, the show mixed the latest clothes and accessories from international names such as Ralph Lauren and MAC with performances by Chinese female rap sensation VaVa and pop icon Chris Lee to create a retail-as-entertainment experience for viewers.