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IMG partners with Alibaba’s Tmall to broadcast September fashion shows in China – WWD

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IMG, owner and producer of New York Fashion Week: The Shows is expanding the scope of the event by partnering with Alibaba Group Tmall to stream all of its September shows and digital content from NYFW.com to China, from for the week of September 21.

All content from NYFW: The Shows will be shared on Alibaba’s Youku video streaming platform, Taobao and Tmall e-commerce platforms, which reach a combined audience of nearly 900 million Chinese viewers.

“Alibaba is the ideal partner to introduce American fashion brands to new consumer audiences in China and around the world,” said Jennifer Taylor, vice president, global consulting and business development for the events and properties group. IMG mode. “Alibaba’s expertise in digital technology and e-commerce will give all creators attending NYFW: The Shows the opportunity to accelerate their business growth by showcasing their collections to hundreds of millions of consumers from fashion.”

This week’s show lineup featured designers such as Jason Wu, Cinq à Sept, Rebecca Minkoff, Jonathan Simkhai, Anna Sui, Alice + Olivia, Tanya Taylor, Christian Siriano, Chromat, Nicole Miller, Bibhu Mohapatra, Veronica Beard, Monse , Badgley Mischka, Collina Strada, Marina Moscone and Cynthia Rowley, who all presented their collections through videos, look books or live shows in front of a small audience.

Taylor said this was their first time taking NYFW: The Shows to China, and the collaboration evolved from the work they have been doing with Alibaba for several years. They began to think of new ways to help the Chinese consumer make a truly meaningful connection with American fashion and retail. She noted that some of the brands are already installed on Tmall with their own individual stores, and it is up to each individual US brand if they want to set up e-commerce on Tmall.

Asked what kind of response she received from participating designers about a collaboration with China, she said, “All the work the industry has done to support American designers this season has been very well received. ”

Tmall has worked with NYFW: The Shows regularly since 2017 on his multiseason Tmall: Initiation of China Cool, which brings both leading and emerging Chinese designers to NYFW; host consumer-focused pop-up shows in SoHo and a dedicated NYFW shopping page on Tmall.

“Through this partnership, we aim to bring the energy and excitement of New York Fashion Week: The Shows to our viewers in China. Iconic and emerging US brands are already enjoying great success in China with their flagship products on Tmall and we look forward to working with even more US designers to help them expand their global footprint, ”said James Lin, Head of fashion from Alibaba Group for North America.

Alibaba will broadcast all shows at Spring Studios in New York as well as all virtual catwalks, digital lookbooks and video presentations from NYFW: The Shows. It has not yet been decided whether the round tables will be translated for a Chinese audience.

Viewers will also have access to special video content produced by IMG, such as interviews with designers and behind-the-scenes footage from the shows. Buyers in China will be able to access flagship products of participating brands across Alibaba’s various market platforms, including Tmall, the largest online B2C marketplace in China. There are no plans for Tmall to show catwalks in another fashion capital at this time.

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