G-Star launches 'see now buy now' jeans during Alibaba shopping festival

By

Shomara Roosblad

Published
Nov 2, 2017

During the launch of Alibaba's Tmall 11.11 Global Shopping Festival, Dutch denim brand G-Star presented an exclusive capsule for the ‘see now buy now’ event.

The G-Star collection includes the TMC Elwood, a handmade patchwork jeans, designed by G-Star's co-owner Pharrell Williams. During the fashion show, the limited-edition model was made available for real-time purchases. The remaining items from the collection, which were on view during G-Star’s debut, will be available from 11 November.

In addition to the distribution via the Tmall e-store, G-Star took advantage of the opportunity to interact with consumers, as the show was broadcast via seven online and offline media outlets, including Alibaba’s own video platform, Youku. Each format offered its own way for viewers to purchase items they saw on the runway in real-time, whether through the apps, links to product pages, or an interactive webpage that brought up product information for TV viewers when they shook their mobile phones. More than 100 million viewers watched the ‘see now buy now event’, which was originally taped in Shanghai on 20 October and aired on 31 October on Chinese TV and media outlets.

Alibaba’s Chief Marketing Officer Chris Tung said: “The value and reach of a customer-engaging fashion show like ‘see now buy now’ is far greater for brands than just placing their products at a traditional brick-and-mortar store.”

In addition to G-Star, other participating international brands included Furla, Polo Ralph Lauren, GAP, Levi’s, Victoria’s Secret alongside Chinese designers such as Dong Liang, Daphne and Erdos.

Tmall is Asia’s largest business-to-consumer platform that enables businesses around the globe to reach the Chinese market. In March 2017, G-Star first announced a partnership with Tmall, launching the G-Star e-store on the platform. The shop offers clothing, footwear and accessories from the Dutch brand. In August, Dutch womenswear label Nikkie also launched on Tmall.