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.
Chinese celebrities made a comeback at the European shows this season, but the brands hosting them see the country’s A-listers as more high-risk, high-reward than ever amid fresh scandals and tightening government regulation.
Owners of international brands like Lanvin and Carven faced challenges in their home market under ‘zero-Covid’ rules but China’s economic recovery is now on the horizon.
Critics say they are dystopian, but ‘flawless’ virtual influencers may be worth considering in a market where celebrity brand ambassadors have become an increasingly risky investment.
Mainland shoppers have flocked to local tourism hubs like Macau and Hainan over Chinese New Year and are expected to visit Asian destinations like Thailand and Singapore before returning in droves to European fashion capitals later this year.