Customers experience interactive live streaming events, buy and order products.
China is the biggest e-commerce market, but other countries find it hard to break into it due to cultural differences.
New concept ShopShop is helping brands connect by creating live streaming shopping events in New York and Beijing. The brand provides hosts who are fluent in English and Chinese to broadcast from stores to a global audience.
The hosts talk through the garments, giving information about material and the designer. They even model the clothes so buyers can see how they are styled. The audience can ask the host questions via the app, Taobao. The service lets shoppers buy while streaming and arrange delivery to China. So far it has worked with brands such as Everlane and Opening Ceremony.
The concept helps savvy fashionistas get hold of new and sought-after brands, as Chinese consumers are now seeking unique one-off brands over flashy designers.
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