FEATURED TALENTS Lareina Song (15M Weibo Followers) | Fei Qiming (9M) | ANNYLOU (2M) | David Wu (10M) | Chu Yitian (2M)
OVERVIEW On April 6, the luxury e-commerce platform FARFETCH launched “Trendy Season” in collaboration with Tmall Soho Live channel, a luxury lifestyle marketing tool, and Tmall Luxury Pavilion. The initiative marked the first-ever crossover marketing campaign since the platform debuted on Tmall Luxury in March. The campaign introduced over 50,000 new product releases from brands like AMBUSH, Marine Serre, and Y/Project, featuring eight cutting-edge trends that are popular among Gen Z shoppers, such as vibe style, neo-deconstruction, and cyberpunk.
NETIZEN REACTIONStarring FARFETCH Tmall recommenders Lareina Song and Fei Qiming, as well as fashion KOLs including ANNYLOU, David Wu, and Chu Yitian, the campaign has received positive reactions from local digital natives thanks to their combined social followings of 38 million. In particular, the KOLs’ posts of their stylish, niche designer brand looks generated organic engagements on Weibo, with many commenting that they finally have legit online accessibility to brands that were rarely found in China.
VERDICTFARFETCH’s collaboration with Tmall embraces aesthetic diversity that has been surging among younger online shoppers. The platform also allows more independent designers and niche brands to increase their awareness and find potential customers in China’s vast market. Moreover, Tmall’s established e-commerce ecosystem can help the global retail platform accelerate its localization progress in the post-pandemic era.