Apr 1, 2020|
JD and Unicorn Bring Online Fashion Show for Canadian Brand Ports
by Hui Zhang
JD.com together with Unicorn, a Chinese fashion agent engaged in international brand retailing, helped Canadian fashion brand Ports host a nine-hour fashion show via live streaming, resulting in sales of more than 10 million RMB on the single day.
The show was the longest live stream show that Ports has ever hosted, and presented new collections Spring-Summer 2020 collections from a dozen brands under Ports, such as PORTS, PortsPURE, and Ports V. Unlike offline fashion shows, which only selected guests can join, all customers can join the live stream and interact with celebrities and fashion editors on fashion trends.
According to JD’s data, the nine-hour live stream has attracted 580,000 new followers to Ports’ flagship store on JD, with nearly 1.3 million viewers online at the same time. Ports was the top selling brand in the women’s clothing category on the day of the show.
Ports was established in 1961, and has quickly become the first choice for many Chinese women since it came to China in 1993. The brand opened a flagship store on JD in 2015, and has maintained rapid growth for four consecutive years since 2016. JD’s data reveals that sales have increased 900% from 2016 to 2019.