As part of the Alibaba Group 2016 11.11 Global Shopping Festival, the e-commerce company Tmall organised an interactive, 8-hour large-scale fashion show in Shanghai. Close to 200 top models and celebrities hit the catwalk during the show drawing attention from around the world. The show further cemented Tmall’s status as the leading trend-definer.

The show included 80 top Chinese and international fashion and lifestyle brands. Style gurus, top brands, coveted products, live streaming and ‘See Now Buy Now’ fueled the heat ahead of the November 11 shopping festival known as Singles’ Day in China.
 
The marathon eight-hour show became a major event in the fashion world because it attracted a wide range of high-end global brands. It was also the first time that such a show had been staged with a global audience, across multi-channels and embracing the ability to ‘See Now Buy Now’.

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“The Tmall Global Fashion Show is a key event that kicks off our 11.11 Global Shopping Festival and one that underscores Tmall’s tremendous growth in the past few years… We expect the event to become a lifestyle trendsetter for Chinese consumers and virtually a ‘fashion week at their fingertips’,” said Chris Tung, chief marketing officer of Alibaba Group.
 
The hottest labels in the fashion world debuted products to mark the event. Top brands from Burberry to Trussardi, Paul Smith to La Perla showed their latest offerings for the season on the runway while global brands such as Maserati, Guerlain, Rimowa, Vidal Sassoon and New Balance introduced their newest creations using the Tmall platform.
 
Streaming live on Mobile Taobao, Tmall.com and Youku, the show combined entertainment with a demonstration of Alibaba’s latest technological capability, to help brands engage with consumers in a fun, entertaining and intimate fashion. Both the live and online audiences were offered the opportunity to pre-order the items that were in the show, by viewing the products on the Tmall and Taobao apps and tapping the ‘buy now’ button.