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E-commerce new engine for fashion consumption


12-22-2016 00:55 BJT

Chinese consumers are showing more interest in buying fashion products and now let's find out how e-commerce has become a solution for the designer clothing industry.

Fancy a designer gown but hesitate to shop in an established fashion store? Maybe here is the solution. The leading Chinese e-commerce platforms -- Tmall and JD.com -- have offered platforms for some aspiring designers to start online workshops. Fashion fanciers can get their orders delivered in just a few days.

"Our workshop used to be exclusive to only a few top Chinese stars but now we are going online and offer fashion clothes to our customers. I believe that is what we mean by fashion," said Wang Peiyi, Fashion designer of Beijing.

Big data is not absent in sales analysis. Customers can be best targeted through a user database analysis that can provide information on user preferences in fabric and style.

Zhu Xiaojun is one of the first designer clothing shop owner on JD.com. Her designs target a small group of users but thanks to big data analysis, her shop has been a big success.

"Through big data analysis we can decide which product interests the customers the most. We hiked 30 percent of our production for a new sweater this year and you can see that they are already sold out," Zhou said.

"Introducing designer clothing workshops to our platform has been very successful and we are thinking to give more internet space for designer stores on clothing accessories, fashion glasses and shoes and bags," said Wang Lijie, general manager of Garment Department, JD.Com.

The e-commerce platforms will also issue more favourable policies to attract new designers. And analysts believe that will best benefit the Chinese customers.

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