Innovation: Shanghai Fashion Week goes online with TMall

RetailME Bureau

Since innovation is the only way ahead, a step has been taken by the Shanghai Fashion Week in the right direction to live stream its runways online, in collaboration with China’s Tmall, Alibaba Group’s e-commerce platform.

What was initially going to be rescheduled, owing to the on-going spread of COVID-19, the Shanghai Fashion Week organisers decided to host the show virtually from March 24-30, 2020 through Tmall.

Alongside international and local designers being able to live stream their collections, the ‘see now, buy now’ feature will allow viewers to pre-order and purchase catwalk collections in real-time. According to Alizila, around “800 million monthly active users visit Alibaba’s e-commerce sites;” and they will have access to the fashion show and its collections.

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