Victoria’s Secret Tries ‘See Now, Buy Now’ at Shanghai Show
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Victoria’s Secret, the global lingerie name known as much for its “Angel” supermodels and its “Bombshell” branded products, has brought its iconic fashion show to Shanghai, with Alibaba Group’s Tmall and Taobao marketplaces and video-streaming site Youku used as broadcast channels to reach the world’s most sought-after consumers.
In addition to locating the event in the world’s second-largest economy—the first time it has been held outside of the U.S. or Europe—the company is leveraging the “See Now, Buy Now” format made popular in China by Alibaba. All items seen on the runway, aside from those not yet released in the market, will be available for immediate purchase as Chinese shoppers watch the show.
Alibaba’s See Now Buy Now fashion show kicks off the 11.11 Global Shopping Festival season every year. Last month, the show mixed the latest clothes and accessories from international names such as Ralph Lauren and MAC with performances by Chinese female rap sensation VaVa and pop icon Chris Lee to create a retail-as-entertainment experience for viewers.
Questions & Answers
Q.What is the primary reason Victoria's Secret chose Shanghai for its fashion show this year?
What is the primary reason Victoria's Secret chose Shanghai for its fashion show this year?
The company chose Shanghai to host the event in the world's second-largest economy. This is the first time the show has been held outside of the U.S. Or Europe, targeting highly sought-after consumers.
Q.Which platforms are broadcasting the Victoria's Secret fashion show in Shanghai?
Which platforms are broadcasting the Victoria's Secret fashion show in Shanghai?
Alibaba Group's Tmall and Taobao marketplaces, along with the video-streaming site Youku, are being used as broadcast channels for the show. These platforms aim to reach consumers globally.
Q.Will all the items shown on the runway be available for immediate purchase?
Will all the items shown on the runway be available for immediate purchase?
Most items seen on the runway will be available for immediate purchase through the 'See Now, Buy Now' format. However, some items not yet released in the market will be excluded from this immediate availability.
Q.What kind of experience does Alibaba's 'See Now, Buy Now' fashion show typically offer viewers?
What kind of experience does Alibaba's 'See Now, Buy Now' fashion show typically offer viewers?
Alibaba's fashion show usually blends the latest clothes and accessories from international brands with performances by artists. This creates a retail-as-entertainment experience for the audience, often kicking off the 11.11 Global Shopping Festival.
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