London Fashion Week Partners With JD.com

Chinese e-tailer JD.com has been keeping busy. Following an additional investment of $140 million into establishing its fashion division, the company has set its sights on further boosting its credentials with London Fashion Week (LFW).

This season, it announced a partnership with the British Fashion Council (BFC) and featured on the schedule with a showcase of four brands in the courtyard of Somerset House. The line-up included preppy label Hazzys from Korea, Shenzhen’s sportswear giant Ellassay, Marisfrolg (also based in Shenzhen), and Pure Tea.

Previously a sponsor of the event, this new partnership aims to enhance the presence of British and international fashion brands in the Chinese market and sees JD.com become the official Asian online retail partner for LFW. It includes the launch of a dedicated campaign on its app which offers consumers a seamless watch-and-shop experience and the opportunity for brands to expand their footprint globally.

Caroline Rush, CEO of the BFC, explained in a press release that the two would be working together to encourage continued collaboration between the UK and Chinese market: “This partnership provides our emerging designers and brands with a platform that facilitates smoother collaborations across borders but also amplifies their exposure in the crucial Chinese market.” JD.com already partners with leading fashion groups like Inditex, H&M, and GAP, and offers curated selections from over 90% of the world’s luxury brands including Gucci, Louis Vuitton, Tiffany, and Bottega Veneta.

In a rare interview, president of JD Fashion Sherrin Kong—who flew into London for the event—shares her insights on the market.

Given the recent deal with LFW, there seems to be a renewed interest in global visibility. What is your global fashion strategy?

Sherrin Kong: Brand integrity and authenticity are the cornerstone of our fashion and luxury business, which resonates deeply with both brands and consumers. We are committed to helping facilitate international brands entering the Chinese market while also supporting domestic brands to expand globally such as through events like this one at LFW.

We are committed to offering consumers quality products, reputable brands, and an exceptional service experience. We aim to create a diverse and inclusive platform that covers a wide range of styles, meeting various consumer needs. For brands and designers venturing into China, we offer a comprehensive one-stop solution that significantly reduces operating costs and boosts brand awareness. Our support extends across product development, store operations, marketing, customer services, integrated supply chain and logistics services, and more.

Additionally, we help established international brands, from Gucci to Balenciaga, to understand and tap into the Chinese market more effectively. For example, JD.com leverages our powerful insights into consumption trends and our nationwide in-house logistics network to help brands reach more consumers, particularly in emerging markets and lower-tier cities.

And back home in China, what new challenges are you facing in client engagement, retention and acquisition?

I think the main one is speed. Young consumers’ habits and preferences are evolving rapidly and the ever-changing nature of trends demand that brands swiftly adapt to shifts in the market. The emergence of new brands has intensified competition within the industry, requiring all brands to be continuously gathering insights into consumer preferences. To be successful, brands must pinpoint their target audience within a vast consumer base and leverage digital strategies to foster growth. Where we can help is by offering advanced digital tools that enhance their understanding and engagement with consumers to drive both retention and acquisition.

Can you give some examples of how tech is helping brands?

We tailor our approach to each brand’s unique needs using our supply chain capabilities to offer customized business models and personalized solutions across various JD Fashion business models. On the tech front, JD Fashion utilizes advanced technologies, including AIGC, intelligent attribute pre-filling, intelligent order fulfillment, AI customer service, AI livestreaming and AI-assisted styling.

When Gucci launched its store on JD.com last August, we enhanced the shopping experience with digital technologies like AR/VR and 3D product presentations, enabling features like 360° views, virtual try-ons, and other immersive experiences.

And in terms of products, what consumption trends are you seeing for the coming year in China?

We anticipate a continued recovery in China’s apparel market, with consumers increasingly prioritizing quality and style in their lifestyle choices. There is a growing demand for more than just the basic functionality of clothing; consumers are seeking emotional connection through expressive colors, the natural comfort of athleisure, and contemporary takes on vintage styles. There’s a noticeable shift towards outdoor sportswear, domestic brands, and traditional apparel, with each gaining significant traction among consumers.

Finally, what advice would you give to brands looking to expand digitally in China?

For brands looking to expand digitally in China, it’s crucial to align with the expectations of online consumers who are keenly focused on trends and new products. As digital natives, young shoppers in China prefer an enhanced online shopping experience, requiring brands and e-commerce platforms to collaborate on innovative solutions.

Brands should concentrate not only on reaching and engaging their target audience but also on refining product development, iterating the shopping experience, optimizing after-sales service, supply chain enhancements, and incorporating cutting-edge technologies.