Chinese e-commerce giant JD.com has entered into a strategic partnership with the British Fashion Council (BFC), having been named as the exclusive Chinese retail partner of London Fashion Week, according to a report by WWD.com.
The move is a development of the current partnership with the two countries, with JD.com and the BFC having collaborated since 2017, introducing new British designers to the Chinese market via the BFC/Vogue Designer Fashion Fund.
Showcasing a further investment into British fashion, the new partnership is seen as a natural evolution for JD.com and the BFC with a key focus of the sponsorship set to be on supporting emerging fashion talent.
Speaking to WWD.com, Victor Hu, President of Fashion and Lifestyle at JD.com said, “In recent years, we’ve seen emerging international designers being warmly welcomed in China, while Chinese brands and designers are gaining recognition and popularity outside of China. We saw a need for a powerful and trusted platform to facilitate cultural and resource exchange.”
Caroline Rush, BFC Chief Executive Officer, continued, “The way JD.com Inc. operates is a great example of how a retail giant can support the most creative and innovative designers, which in turn will lead to longer-term collaborations.”
The e-tailer will also use its expertise and resources to bring British fashion to Chinese consumers.
Hu continued, “Chinese consumers are increasingly looking for brands that will help them to express their individual style. British fashion has become popular among Chinese consumers and we will continue to bring leading brands to our consumer base by working with the BFC and directly with brands.”