The blockbuster Chinese shopping festival is gaining international traction, with a growing number of brands offering deals to online shoppers in Europe and the US this year. Luxury and fast fashion brands are looking to boost sales ahead of a difficult holiday season, with companies including Harvey Nichols, LuisaviaRoma, 24Sèvres, StockX, Boohoo and Foreo are all taking part.

Still, sales are unlikely to rival figures just published in China (its top two retail giants, Alibaba and JD, generated about $116 billion in merchandise volume).