The fashion world in China may be back to physical catwalks, but designers haven’t forgotten one strategy they chose during the lockdown: live streaming.
For the fall 2021 event, which runs from April 6 to 13, Shanghai Fashion Week is hosting more than 100 physical catwalks. They encompass Chinese brands such as Dawei, Private Policy and Angel Chen, international brands such as Dior and Jason Wu, and children’s clothing brands.
Shanghai Fashion Week was originally scheduled for January, but has been delayed due to a local Covid-19 outbreak. Meanwhile, the rest of the industry is grappling with waning enthusiasm around fashion weeks, with insufficient virtual fallbacks.
The organizer of Shanghai Fashion Week has higher goals than just getting back to normal. After switching to a fully digital event last year, for fall 2020, the Shanghai International Fashion Center debuted this season’s Shanghai Fashion and Lifestyle Carnival. The online platform allows fashion brands to sell directly to consumers through daily live broadcast programs.
As part of the lineup, China’s top live-stream broadcaster Austin Li (known in Chinese as Li Jiaqi) has teamed up with fashion incubator Labelhood on a livestream. April 6, Shanghai Fashion Week opening night. His 42 million subscribers on the Taobao e-commerce platform could connect. Labelhood has partnered with Shanghai Fashion Week to host emerging designer shows since 2016.
The show began with Li and famous fashion critic Shuang Tang hosting a live show. Li then returned to the Labelhoods storefront space to highlight individual items, allowing viewers to purchase them with just a few clicks. The livestream featured 26 fashion items from emerging Chinese designer brands, including shoes from women’s clothing brand Hidemi, a mini pistol holster bag from Private Policy and a white t-shirt with a large bow in organza by Deepmoss. Prices ranged from 1,000 to 4,000 yuan ($ 153 to $ 610).
The famous Chinese lipstick king, Li owns a Guinness Record for “the most lipstick applications on models in 30 seconds.” He stood up for fame as well as live e-commerce, which benefited from the multi-month lockdown in 2020 due to Covid-19.
In addition to fashion, the Lis session also showcased eight beauty products that models wore on the brands’ catwalks. Most were Chinese beauty brands, such as Judydoll, Perfect Diary, and Little Ondine, priced around 50-200 yuan ($ 7-30).
The night was amazing and unforgettable, considering the speed and quantities [of sales], said Demi Cai, founder of 3-year-old women’s clothing brand Hidemi. Square-toe sandals and flats from the On The Way brand’s collection have been featured on the Lis show, and over 800 pairs of prepared stock are sold out, followed by pre-orders at the request of viewers.
According to livestream professionals, the new combination of livestreams and sales-oriented parades represents a great opportunity for brands. Zoe Zhang, co-founder of the New York-based livestream business consulting and technological solutions company And Luxe, said she hopes industry players in Europe and the Americas take note of the potential impact of live broadcasts. Now that everyone thinks fashion week is dead, why can’t we turn to live streaming?
After consultation for Diane von Furstenberg and Alexander Wang, And Luxe recently helped French online store Monnier Frres with live broadcasts targeting customers in China and Europe.
Zhang said the biggest obstacle to live streaming in the West is the environment. There are brands and retailers dipping their toes in the waters live, but without a big platform like Alibaba. [which owns Lis main platform, Taobao Live] which can work with big players with big data, there is no indication of the big picture and detailed operations.
Still, she’s hopeful: a lot of fashion brands and retailers know that live streaming is the future, Zhang said. the [comfort level] will be different in three to five years.
Besides the launch event with Li’s help, the Shanghai Fashion Week Calendar features live broadcasts of the eight-day events on topics ranging from sustainability to accessories. On April 12, another leading live broadcaster, Viya Huang, will work with fashion house International Top-Tier Innovation Business to showcase their see-now, buy now collaboration.
Cai of Hidemi said his brand will continue to be part of the live streaming world. This has brought great exposure to Chinese designer brands. This allows us to be known and connected with mainstream consumers, she noted.
As with products, the sales channels that coincide with this era should not be overlooked, she said.
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