In Partnering With Alibaba, U.S. Brands Learn Lessons in Ecommerce

Michael Kors and Allbirds are among labels that plan to apply lessons learned in China to other markets


For U.S. apparel brands figuring out how to navigate life during and after the pandemic, partnering with ecommerce giant Alibaba has provided insights on how to bolster sales even with storefronts closed.

But the success of these initiatives, undertaken by brands such as luxury goods purveyor Michael Kors or direct-to-consumer wool footwear pioneer Allbirds, goes beyond doing business in a pandemic.

The tactics these brands picked up in pairing with Alibaba, such as marrying content like livestreams with exclusive product offerings or enhancements, allows them to tap into pent-up demand.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in