ZARA x T-mall Super Brand Day 2018 “WEAR FUTURE”

In collaboration with T-mall, the leading e-commerce platform in China, ZARA debuted the first Super Brand Day project in September 2019, picking the prime season to launch its first concept pop-up in China on Huaihai road in Shanghai. The concept store features latest retail technologies integrating online experience to physical store.

The launch event is live-streamed on zara.com as well as the Alibaba platform, inviting not only the celebrity and press guest but also audience at home, to achieve real “see-now-buy-now”.

The event saw a lot of star appearance including WEAR FUTURE ambassadors actress Zhou Dongyu and actor Wu Lei, model Chen Ren and Danni Li etc., enjoying a night of innovative shopping experience followed by a special fashion performance choreographed by movement director Marquet K. Lee.

As the head of marketing I drove the project from concept to execution, from visuals experience to media communication, working closely with internal teams, the Alibaba T-mall team and external angencies to produce a brand campaign “WEAR FUTURE”  that took place in both the physical store and ZARA’s T-mall platform.

The campaign broke history record of single day’s sales both in ZARA’s account and across same category on the T-mall platform.