In honor of International Women’s Day, Alibaba hosted a livestreamed event with U.S. fashion icon Diane von Furstenberg to discuss the evolution of the DVF brand, women’s empowerment, and livestreaming’s impact on her business. In addition, more than 18,000 viewers from China were treated to an exclusive look at DVF’s latest fashion trends. DVF CEO Gabby Hirata and DVF co-chairwoman and designer Talita von Furstenberg joined the event at the brand’s flagship store in New York City.
“Livestreaming allows me to speak, not just to one person, but 18,000,” said DVF founder Diane von Furstenberg.
A long-time partner to Alibaba, DVF sees the value in livestreaming to engage with customers online. Livestreaming not only enables brands to share their story, but allows hem to engage with their customers on a more personal level.
The company said China was a crucial market during the pandemic and will continue to be an important part of its growth strategy moving forward. “We are so thankful for our Chinese customers,” said DVF CEO Gabby Hirata. “When things were difficult during COVID-19, our Chinese stores and sales became our lifeline for more than a year or so.”
More than 100,000 brands hosted livestreams on Alibaba’s Taobao platform during last year’s 11.11 Global Shopping Festival, including women-owned U.S. brands Supergoop! and Mansur Gavriel. Livestreaming is fast growing in popularity, and more brands understand it is an excellent channel to reach consumers in China. Learn more about DVF’s work with Alibaba.