Affected by Covid-19, the planned Shanghai fashion week decided to jointly launch Tmall’s first fashion week from March 24th to March 30th. SFW teamed with Alibaba Tmall to live broadcast their shows.
According to Alibaba, 151 catwalks –from international brands to Chinese emerging designers – were broadcasted which generated 11 million views, while the sales conversion rates generated 26 % profits, visible immediately. In parallel, Indie brands that partnered with other platforms obtained even better numbers of view and conversion rates.
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What can Fashion industry expect from this radical adaptability?
Radical digitalization
Going 100% digital allowed brands to host either live-stream sessions where the designers talked about the brand to an audience before showcasing their collection or, opt for short pre-recorded videos trying to replicate the look and feel of IRL shows.
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Go for green
In addition, according to a recent report, the annual journey of consumers and brands to fashion week results in about 24.1 thousand CO2 emissions. The online operation of Shanghai Fashion Week will not only obtain important qualification for sustainable development and broader ecological benefits, but also provide transparency for emerging designers and creators in China.
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New business opportunities on the rise
Shanghai 100 % digitized Fashion Week strengthened the profitability of “see now buy now” technology that allow consumers “to buy and pre-order from the catwalks in real time via their smartphones.
While Global Fashion are being cancelled, digitization will allow brands, commercially impacted to find new channels and boost sales through the Internet.
To launch their product, brands can interact directly with their consumers from teaser previews to live broadcasts to post-event interviews, in front of a much bigger audience.
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Global challenges
While China has been leading the digital revolution, Copenhagen and Russia Fashion weeks being held online, the bigger question is:
will next season’s men’s and women’s catwalks be put to the test to say goodbye to IRL shows and showrooms to go beyond the physical and geographical frontiers and engage worldwide consumers?
Our Chinese teams will continue to share their insights to keep you updated. Let’s keep in contact