H&M Stages See-Now-Buy-Now Fashion Show in Shanghai in Time for Tmall Super Brand Day

H&M’S SUPER DAY: For the first time, H&M dove into Super Brand Day Wednesday on Tmall, one of the leading e-commerce platforms.
To try to maximize its efforts, H&M China staged a see-now-buy-now H&M Studio A/W 2018 fashion show in Shanghai with some H&M-clad, well-known guests: Model Ju Xiaowen, pop idol Wang Ziyi, actress Rayza and musician and actress Summer. The garments worn by the celebrities sold out within minutes, according to H&M. In total, about 1,000 members of the media, influencers and special guests joined executives and staffers from H&M and Tmall for the runway show. The event was also live-streamed on Tmall. A hot-pink pussy bow blouse, a pink-and-red pleated skirt, a shimmery black cocktail dress, light-blue men’s suit and a gray crewneck sweater imprinted with a large “H” on the front were some of the runway styles.
Tmall’s base of shoppers helps to bolster H&M China’s 400-plus stores, as well as its e-commerce site. The company launched its Tmall store in March and Wednesday’s tie-in was the latest evolution of the alliance. Through its #YourDayYourWay campaign, Chinese shoppers were offered special promotions via the H&M Tmall store.
H&M’s managing director Fredrik Olsson noted that before the Super Brand Day event,

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