The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
Billie Eilish has opened a cross-border e-commerce store on the Tmall Global platform, selling a range of her “blohsh” branded apparel and accessories.
The store sells hoodies, hats and necklaces priced between 130 to 500 yuan (approximately $20 to $75).
Eilish is just the latest international celebrity to plug into China’s booming e-commerce ecosystem. During last year’s Singes’ Day festival, Tmall Global partnered with Bravado, Universal Music Group’s merchandising and brand management arm, to launch merchandise tied to Taylor Swift’s latest album “Folklore” in China, two weeks ahead of other parts of the world.
Justin Bieber’s Drew House brand also has an e-commerce presence in China, launching its own store via WeChat mini-programme in March 2020.
As the country’s economy moves into deflationary territory, manufacturing output declines and a real estate crisis worsens, some consumers are becoming increasingly cautious.
Its flagship brand struggled following the departure of its creative director but better growth was seen at other labels.
After years of outsized growth in prestige cosmetics, consumers have pulled back on the typically recession-proof category.
Last year’s harsh pandemic restrictions and recent raids on foreign firms have made it harder for Western fashion companies to persuade top international talent to move to the country.