Alibaba pushing ‘Fashion exchange’

USA: E-commerce giant Alibaba is pushing for Chinese-American ‘fashion exchange’ through a new partnership with ‘New York Fashion Week: The Shows’. The agreement between both the fashion mammoths entails the introduction of New York’s famous labels to the Chinese audience via the Alibaba-owned ‘Tmall’ site and inversely the showcasing of Chinese designers at the New York event.

NYFW is the biggest fashion event in the US and the new ‘NYFW: China Day’ will bring select Chinese talent from Tmall’s ‘See Now, Buy Now’ show this year to present their collections in the capital.

The second leg of the agreement will bring American fashion to the Chinese consumer’s eye.

Popular American labels like Robert Geller and Opening Ceremony will get to feature their collections at a ‘See Now, Buy Now’ show on Tmall’s popular online shopping holiday, Single’s Day.

The opportunity appears to be a good one for the US brands as the Chinese middle class continues to grow with its burgeoning purchasing power.