How Alibaba and are Targeting the Fashion Market



The fashion world is one that is fast-paced and ever changing. Designers are quick to create new designs in order to keep consumers wanting more. As China continues to develop, more and more Chinese consumers want to ensure that they are on top of the latest fashion trends, wanting as well to have these coveted brands readily available. This need presents a huge opportunity for fashion e-commerce retailers to make a killing in the ever-developing Chinese market.

Milan Fashion Week and

Since the fashion world has been neglected by e-commerce, it seems that Chinese ecommerce platform. took it upon themselves to rectify this situation. The Chinese ecommerce platform will work with Milan brand Camera Nazionale della Moda Italiana to launch what is being called “Fashion Shiner” on The store will not only have their brand and clothing line, but will also include products from the Europe Design Centre. The idea is to promote Italian fashion to Chinese consumers.

At the Milan Fashion Week show, the brand announced its partnership with, making many people realize that the face of fashion is changing. And it also showcased just how serious is becoming in the e-commerce field. The attraction of high end brands that were featured at the Milan Fashion Week is a huge feat for the online shopping channel. And one that is going to put in the spotlight rather than Alibaba.

Surprise at Such High Name Brands

After reading the news of the partnership, many people were surprised that such large brands would be willing to work with Chinese online retailers. It was not the choice of the Chinese retailer (, but rather online retailers in general. The main fear for luxury brands presenting their products online is that counterfeits will start to circulate the Chinese online market, ruining their brand image with poor quality products that are masquerading under their name. In fact, this is a huge worry for many luxury brands and one of the reasons that several brands are not jumping into the online sector just yet.

However, Alibaba and are making strides in cutting down the counterfeits that are found online. In addition, the two companies have been looking for ways to lure even more high fashion brands into the market. Both companies have their “virtual fitting room” apps, and Alibaba did their part to promote Korean fashion in September. The companies are competing for the fashion world and for the dominant brands that could be listed on their platform.

Thus far, Alibaba has been able to sign brand names like Burberry and Calving Klein. While has signed companies like Sephora and Luxottica. Which company will win in the fashion world? It is unclear, but for Chinese consumers this competition is going to ensure that they will have greater access to some of the best products available in the fashion world.

About Author

Social Brand Watch (SBW) is a collection of experts in digital, mobile and social media in China. SBW was created to complement Resonance's China Social Branding Report, a bi-weekly report focusing on modern marketing methods of the world's top brands in China.

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