|
The event, which last October hosted eight
couture shows in its Spring/Summer season, was among numerous
trade and business events in Asia that announced changes to
their dates this month due to the coronavirus.
The recent Fashion Weeks in London, Milan and Paris have been
hit by the absence of many Chinese attendees.
However, the Shanghai Fashion Week committee said on Thursday in
a statement on their official WeChat account the event will go
ahead as planned between March 24-30. It told Reuters that
people can participate by watching livestreams.
It said it was currently accepting applications from brands and
expects that more than 100 Chinese designers and brands will
eventually display their 2020 Autumn/Winter designs and also use
livestreaming to market their Spring/Summer products.
"We hope this new form will allow designers to try different
ways to display their design and different channels to market
and sell," the vice secretary of Shanghai Fashion Week
Committee, Lu Xiaolei, told industry publication Business of
Fashion.
Alibaba's Tmall marketplace has cooperated closely with emerging
Chinese designers and commercial brands in past years. Last
year, a collection of Chinese brands showcased their products at
New York, Milan and Paris' Fashion Week events via China Cool, a
project initiated by Tmall.
Selling through livestreaming, which sees telegenic and chatty
hosts market products to consumers on e-commerce platforms, has
surged in popularity among Chinese consumers in recent years.
Besides Alibaba, JD.com <JD.O> and Pinduoduo <PDD.O> also have
livestreaming offerings.
(Reporting by Sophie Yu and Brenda Goh; Editing by Jacqueline
Wong)
[© 2020 Thomson Reuters. All rights
reserved.] Copyright 2020 Reuters. All rights reserved. This material may not be published,
broadcast, rewritten or redistributed.
Thompson Reuters is solely responsible for this content.
|
|
