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Alibaba partners with New York Fashion Week: The Shows
Sep '17
Courtesy: Alibaba
Courtesy: Alibaba
Alibaba-owned online marketplace Tmall has partnered with New York Fashion Week (NYFW): The Shows. Alibaba has selected two US brands from NYFW, Opening Ceremony and Robert Geller, to be featured in Tmall’s 2017 second annual 'See Now, Buy Now' fashion show in October—a major event held in the run-up to the 11.11 Global Shopping Festival.

The partnership is an initiative to help US brands and designers from NYFW break into the burgeoning fashion market in China. The collaboration with Alibaba will give these leading US designers first-time exposure to more than half a billion consumers visiting Alibaba's platforms.

As part of the agreement, NYFW will showcase Chinese designers—who will be selected from the 'See Now, Buy Now' event—at NYFW: China Day, a new initiative slated for fashion week in September 2018. The collaboration in association with China-based fashion management company Suntchi, is the latest move the e-commerce giant has taken to help connect international brands with Chinese consumers.

"We are thrilled to support NYFW: The Shows to bring US brands and retailers the ability to reach the ever-growing Chinese consumer base," said Michael Evans, Alibaba Group president, adding that Alibaba Group is uniquely positioned to explore new ways to engage consumers in China thanks to its scale, accumulated consumer insight and technology.

"We started Opening Ceremony 15 years ago, inspired by a trip we took to Hong Kong. With family roots grounded in China, it is so exciting to partner with such an impactful company like Alibaba to share our story and expand our global footprint," said Humberto Leon and Carol Lim, founders of Opening Ceremony.

"We are excited to start building our brand in China, and tailoring our shopping experience using Alibaba’s innovative technology to make our brand more accessible to the growing base of Chinese consumers, which is critical to our global expansion," said designer Robert Geller.

In addition, Alibaba has facilitated the launch of flagship stores on Tmall for iconic brands from A&F to Tag Heuer, and pioneered new ways for brands to engage with China's luxury shoppers, such as through the recently launched Luxury Pavilion. (RR)

Fibre2Fashion News Desk – India

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