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Tmall’s Global Fashion Show builds hype for Singles Day!

The much anticipated Singles Day is fast approaching and Riviera is excited to see what this year’s 11.11 has in store! Last year, Alibaba turned the Chinese holiday into a huge marketing blitz, offering colossal online sales. In 2015, they made $5 billion in the first 90 minutes and by the end of the day an enormous $14.3 billion worth of sales was reached! This year, Alibaba has taken online sales to the next level by building up momentum for the 11.11 event with the Tmall Global Fashion Show, which took place in Shanghai. The world witnessed the latest trends from 80 international brands including Burberry, Paul Smith and Adidas at the epic 8-hour extravaganza. The show embraced the “see now, buy now” platform, which we saw in Fashion Week Spring/Summer 2017 across New York, London, Milan and Paris. Tmall live-streamed the glamourous catwalk on platforms like Tmall.com, Youku and Mobile Taobao where viewers around the world tuned in to watch. With millennials today hooked on live-streaming, it’s no wonder Alibaba used this method to bring viewers straight into the deluxe brands’ stores around the world. The technology allowed viewers to pre-order their wish list before they complete their purchase on the 11th November. If we thought the 11.11 sales last year were monumental, we can only begin to imagine the impact that these innovative hype building activities will have on the 2017 sales.