Le Snob featured on livestream trunk sale site LuxTNT.
Chinese consumers? purchasing habits are increasingly driven by the need for instant gratification, and luxury products are no exception. In e-commerce, the more obvious way this manifests itself is in the shipping process ? high-end delivery services in China rarely take longer than one or two days to put products in the hands of shoppers.
But this need for speed also applies to fashion itself. For years, the luxury fashion industry has operated on a model that means brands? collections reach stores almost half a year after they have been showcased on the runway, giving buyers and retailers the ultimate say in choosing which designs make it to the customer. The past few seasons, however, have seen a shift driven by a social media-fueled demand for immediacy, where brands like Burberry and Tommy Hilfiger have adopted ?see-now-buy-now? models, letting their fans shop looks straight from the catwalk at events known as trunk shows. While this trend has started to lose steam elsewhere due to the difficulties brands face in amending their well-established supply chain and distribution systems, the ?see-now-buy-now? model is only becoming more popular in China. One prominent example is Tmall?s ?see-now-buy-now? fashion show during its Singles? Day (11/11) shopping event. Now two years in the making, the online event gives consumers the opportunity to pre-order looks from luxury brands ahead of the Singles? Day shopping event...