Shanghai Fashion Week, which was hosted entirely digitally for the first time amid worldwide lockdown, attracted 2.5 million viewers within its first three hours.
Alibaba partnered with the event, offering its Tmall platform as host for the world’s first ever fully digital fashion show, which took place between March 24 and 30.
More than 150 brands’ shows were live-streamed exclusively on Alibaba’s B2B marketplace Tmall and its streaming service Taobao.
Brands who already had their own product pages on Tmall were able to live-stream their collections on their own channels, however those who did not had to stream via Labelhood, an independent fashion incubator and showcasing platform for young Asian designers.
“We have integrated some of Alibaba’s most-advanced technologies to bring a new and elevated experience to consumers,” Tmall Fashion’s general manager Mike U said.
“This partnership with SHFW allows us to leverage our experience in digitizing brick-and-mortar retail stores and explore a new format for brand and product launches, bringing together technologies like live-streaming, short-form videos, DingTalk and Tmall Flagship Store 2.0 in a full-chain solution.”
While streaming the catwalk shows from leading Asian brands like Angel Chen, Shushu Tong and Feng Chen Wang, Tmall enabled viewers to purchase items immediately without having to wait until the following season for the items to be made available.