Tmall and ELLE: Key takeaways
- Tmall and ELLE created three video-podcast series featuring actors, designers, founders and eight Tmall category managers
- Putting platform employees on camera recasts Tmall’s commercial expertise as fashion curation
If every e-commerce platform offers extensive choice and competitive prices, what makes shoppers trust one more than another? One answer is taste. It comes from Tmall, which has put eight fashion category managers on a video podcast series with ELLE.
The Tmall Huafu Awards (天猫华服奖) played backdrop for the announcement. There, Tmall Fashion and ELLE rolled out a lineup of actors, designers, brand founders and platform employees to make the announcement.
Figures in these fields will appear on the video podcasts to discuss clothing on a more philosophical level. The first series, Fashion Without Boundaries, Obsessions Given Voice, is hosted by Chinese media personality Jiang Sida (姜思达). His guests include actor Chun Xia (春夏), model-turned-Comme Moi founder Lü Yan (吕燕) and Samuel Gui Yang founder Yang Guidong (杨桂东).
Two further series put the microphone in front of independent fashion founders and Tmall’s own category managers. The latter is...