SHANGHAI: International luxury brands are jumping on China’s live-streaming craze as Fashion Week in European capitals offers new chances to engage Chinese shoppers.

Live-streaming is booming in China, and is now a billion-dollar industry. With Chinese consumers making up more than a third of global luxury purchases, international fashion houses including Louis Vuitton, Bottega Veneta, Gucci, Dior and many more have capitalized with live streaming of their shows on social media platforms, as well as China-exclusive products aimed around seasonal holidays such as Chinese New Year.

“The main purpose of such activation is branding and exposure,” said Alexis Bonhomme, founder of the digital marketing agency CuriosityChina, in comments to Jing Daily.

“Branding as they want to be the number one to talk about their show, not via traditional media such as Vogue or Elle, and exposure because they want to grow their own community on Weibo, WeChat, etcetera from the show,” he said.

Likewise, a number of luxury brands have also partnered with Chinese fashion and beauty influencers –who hold significant sway in China – to bring more people into their live-streaming launches. Making the customer journey as direct as possible – so consumers can buy what they see in just a couple of clicks – has been key to boosting conversions.

“Many brands livestream their shows, and Burberry is an example of a brand that opened its show to a larger audience through the ‘see now, buy now’ model,” said Jenico Preston, Commercial Director at the British Fashion Council. 

“In 2018, we will probably see a bigger livestreaming economy where brands will offer the possibility to buy exclusive products and collections to users,” Bonhomme said.

Sourced from Jing Daily; additional content by WARC staff