JD.com builds up high-end im­age

China Daily (USA) - - BUSINESS - By CE­CILY LIU in Lon­don ce­cily.liu@ mail.chi­nadai­lyuk.com

Chi­nese ecom­merce gi­ant JD.com show­cased a col­lec­tion of six lux­ury Chi­nese fash­ion brands dur­ing Lon­don Fash­ion Week on Mon­day in an at­tempt to ad­vance its im­age from a reg­u­lar e-com­merce plat­form to­ward a high-end qual­ity fash­ion mar­ket­place.

The show, co-hosted with lux­ury Chi­nese brand Eve Group, show­cased fash­ion from Eve de Cina, Kevin Kelly, Ne Tiger, By Cre­ations, HMR and X Lando, which each fea­ture Chi­nese de­sign­ers and strong Chi­nese cul­tural el­e­ments.

Eve de Cina fo­cuses on Chi­nese crafts­man­ship with im­ages and col­ors that fre­quently oc­cur in tra­di­tional Chi­nese paint­ing.

Ne Tiger is well known for its Chi­nese-in­flu­enced evening gowns and wed­ding dresses, and HMR is a jew­elry brand with shapes and de­signs re­sem­bling scenes and set­tings from pop­u­lar Chi­nese poetry.

JD.com an­nounced at the show the launch of a new vir­tual fit­ting room, in part­ner­ship with Eve Group, that al­lows Chi­nese cus­tomers to buy made-to-mea­sure clothes from the brands show­cased in Lon­don.

The plat­form will gen­er­ate im­ages based on the mea­sure­ments of cus­tomers in an at­tempt to reach be­yond the lim­i­ta­tions of typ­i­cal e-com­merce plat­forms.

Xin Li­jun, pres­i­dent of JD.com’s ap­parel and home fur­nish­ing busi­ness unit, said the ini­tia­tive is part of the com­pany’s strat­egy to pro­vide cus­tomers with a pre­mi­umshop­ping ex­pe­ri­ence.

“As re­cently as a few years ago, Chi­nese shop­pers were less dis­cern­ing about fash­ion, but to­day, if you want to be se­ri­ous about sell­ing fash­ion in China, you’d bet­ter be ahead of the curve and that’s what we’re do­ing,” Xin said.

The vir­tual fit­ting room ex­pe­ri­ence is cur­rently only avail­able in China.

Xia Hua, chair­man of Eve Group, said the 3D fit­ting room al­lows the com­pany to tai­lor high-end, made-tomeasure prod­ucts.

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“Our root is in Chi­nese cul­ture, so we are tak­ing the art of Chi­nese crafts­man­ship and in­te­grat­ing our mod­ern de­signs and ser­vices,” said Xia, who founded the Eve Group 22 years ago.

Olive Hou, founder of the mar­ket­ing agency Olive’s Choice Cre­ative in Lon­don, said JD.com’s host­ing of a fash­ion show ad­vances its role from an e-com­merce plat­form to a cu­ra­tor.

Hou said the six Chi­nese brands fea­tured by JD.com are medium-to-up­per level brands in China, in­di­cat­ing the com­pany’s de­sire to as­so­ci­ate it­self with premium prod­ucts.

JD.com has 200 mil­lion ac­tive users each year and is pop­u­lar among China’s mid­dle class.

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