Pinko showcases ‘See now, Buy Now’ virtual runway show as part of Shanghai Fashion Week

Pinko showcases ‘See now, Buy Now’ virtual runway show as part of Shanghai Fashion Week

Pinko was one of the first brands to sign on to Shanghai Fashion Week after organizers announced plans to move the entire event online. In under two weeks, Pinko staged a “See Now, Buy Now” runway show, featuring 25 looks from its current collection against a virtual backdrop.

The garments were designed with confident and determined modern women in mind – those who were “ready to take life always by the horns, even in difficult times like these,” said Pietro Negra, CEO and founder of Pinko.

The digital fashion-show experience was very positive, said Negra. “I am especially surprised by the ability to react and implement, in such a short time, an event with a worldwide resonance.”

Participating in the new digital format was a natural decision for the brand, which values innovation and experimentation, he said. The use of digital technologies also allowed Pinko to maintain sales in China and keep customer relationships alive amid the coronavirus outbreak.

Negra said the brand will invest further in livestreaming to build greater interactions with consumers on Tmall. He said particularly in China, where young consumers are highly informed and digitized, brands need to step up efforts to win their attention and loyalty.

“For Pinko, Tmall is not only a sales channel but a vehicle for promotion and awareness,” Negra said