LONDON — The British Fashion Council has been strengthening its ties with Hong Kong and China, including a new partnership with VIP.com, one of China’s top e-commerce platforms, and one with the Hong Kong Trade Development Council.
As part of the tie-in, VIP.com will become an official London Fashion Week sponsor and work with London-based brands throughout the year to help them enter the Chinese market.
The company also plans to host fashion shows that will be live-streamed in China and a variety of exhibitions, which will enable its customers to engage with these new labels.
Jenny Jioe, managing director of fashion at VIP.com, said that this partnership makes sense for the company given Chinese consumers’ increasing appetite for new brands.
“The fashion market in China is extraordinarily sophisticated and fast-paced, and hungry for new design talent,” said Jioe. “Our consumer is aware of London’s creative pedigree, and ready for both news and product. I know from firsthand experience that the brands in London, with all their energy and unbridled creativity, are precisely what we are looking for.”
Caroline Rush, chief executive at the BFC, added that the partnership will help emerging labels gain visibility in the market, despite their lack of advertising power.
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