●Shop curated wardrobes from fashion influencers via the new ‘Mini Shop’

●A live shopping experience that elevates online shopping for consumers

●Livestreaming will become a new way for influencers to build their personal brand

LONDON, UK (March 19th, 2024) - As the world continues to embrace online shopping, TV personality, presenter and model Olivia Attwood has been named as the new ‘It Girl’ for the international online retail marketplace AliExpress in the UK. In partnership with Vogue Business, AliExpress is bringing livestreaming technology to UK consumers and calling influencers to join this new shopping trend that helps to build interaction and engagement with their followers whilst helping grow their personal brands. Through the partnership, Vogue Business and livestreaming will launch a new report into the livestreaming sector in the UK.

The launch is aimed to inspire consumers to make smarter shopping choices by bringing them curated selections from fashion trendsetters and taking them closer to the products through livestreaming technology. Consumers can shop, join real-time discussions and be entertained at home or on the go, while Attwood and an array of fashion influencers will take them through the latest products, trends and share styling tips.

An engaging storytelling format for delivering product information, livestreaming technology is still relatively new in the UK but is becoming increasingly mainstream across the rest of the world and is predicted to account up to 20% of all ecommerce sales by 2026*.

A DESTINATION FOR IT GIRLS

For the first time ever, AliExpress has created a UK Influencer Collective, “It Girls by AliExpress” via its new ‘Mini Shop’; an interactive programme that allows influencers to curate their own collections on AliExpress, with a personalised shop front to engage directly with their followers through short videos and livestreaming hosted within the platform.

Olivia Attwood and a number of recognisable faces are set to launch their curated collections via the Mini Shop model and host a series of livestreams from March 18th. UK shoppers will be able to tune into their favourite influencers’ livestreams to shop their curated fashion and accessory collections. Creating a unique opportunity for viewers to shop their personal style for Spring/Summer but also grab exclusive discounts during the livestreams as well.

For influencers, interacting with their followers through livestream shopping brings them even closer to their audiences. Receiving viewers’ ideas and reactions in real-time, and responding to viewers’ preferences, livestreaming can be a highly effective way to monetize their personality and presenting skills, allowing individuals who are well-versed in industry trends, product knowledge, and consumer interests to rapidly expand their influence.

The star studded line-up includes TV personality Kady McDermott, Farah Sattaur and Alexis Economou as well as social media influencers Summer Botwe, Emma Vacchio, Nina & Diana, Sinead Biddlecombe and more.

Olivia Attwood, presenter and model, said “Livestream shopping is well-established in some countries around the world, but still relatively new here in the UK. I am thrilled to bring this innovative and fun shopping experience and its benefits to the UK.

“We cannot wait to see what the next couple of months brings, and we encourage everyone to join in, whether you are someone who loves shopping for fashion or an influencer keen to join our community of It Girls.”

ENGAGING, ENTERTAINING SHOPPING EXPERIENCE

A tried and tested model, livestreaming creates a friendly and engaging atmosphere that enables shoppers to directly voice their preferences and requests, such as asking for demonstrations of the product being worn by the hosts, or showcasing specific details. The immediacy of this interaction fosters a sense of community and makes the shopping experience more personalized and responsive to consumers’ needs.

Starting in the gaming sector, livestreaming was adopted by Alibaba’s e-commerce platforms in late 2015. Since then, livestream shopping has cemented itself as one of the most effective ways of engaging with consumers directly, increasing consumer satisfaction and also generating sales in China. AliExpress, part of Alibaba International Digital Commerce Group, is launching this innovative model in the UK.

With the launch of It Girls by AliExpress and livestream, AliExpress will offer exclusive discounts and launch over 20,000 latest women's fashion drops for UK consumers on top of over 6 million pieces that are on the platform. Endeavoured to provide upgraded service to consumers, AliExpress continues with free shipping, and free returns with guaranteed delivery times through its premium service “Choice”.

GET INVOLVED

AliExpress will award the most successful livestream hosts the chance to create and launch their own fashion line later this year. The winners will be selected from the livestreams that happen between March 18th to March 27th. AliExpress is inviting UK-based content creators to join the “It Girls by AliExpress" community for the chance of creating their own fashion collection by participating in a livestreaming competition, as well as earning commission on every sale made.

The new programme is accessible to anyone and everyone who wants to enter. The opportunity allows entrants to put their presenting skills to the test through livestreaming their top picks from AliExpress’ new fashion and apparel lines, with the livestreaming taking place directly on the AliExpress website and the AliExpress app.

For more information or to sign up, visit: www.aliexpress.com/gcp/300001443/AliItGirlChallenge

Follow us on Instagram @aliexpress_uk__ and TikTok @aliexpress_uk to show us that you have “it” #AliItGirls.

-END-

Note to Editors

Olivia Attwood is available for interview time upon request.

The full line up of It Girls by AliExpress includes: KadyMcDermott, Alexis Economou, Jess Bell, Farah Sattaur, Eloise Mitchell, Lottie Rogers, Summer Botwe, Emma Vacchio, Manrika Khaira, Brandese Hopkinson, Amber Wise, Sinead Biddlecombe, Aime Johnson, Carla Kent, Lara Napier, Emily Steers, Lauren Kearns, Leanne Savannah, Ella Mintram, Eleanor Killah, Nina & Diana, Laura Emerson and more.

Source*: McKinsey

About AliExpress

Launched in 2010, AliExpress is a business-to-consumer (B2C) e-commerce platform enabling global consumers to buy directly from manufacturers and distributors in China and around the world. In addition to the global English-language version, the AliExpress platform is also available in 17 other languages. AliExpress is part of Alibaba International Digital Commerce Group.

About Olivia Attwood

Olivia Jade Attwood Dack is an English television personality, presenter and model. In 2017, she appeared on the third series of Love Island and later became a regular cast member on the ITVBe reality series The Only Way Is Essex.

About Vogue Business

Vogue Business is Condé Nast’s first digital B2B title. A uniquely visual, international and data-rich approach to covering global sustainability, technology, company, consumer, fashion and beauty trends.

Please contact Halpern for more information or to request interview time:

Anna Dunbar-Jennings, anna.dunbar-jennings@halpern.co.uk

Karen Murphy, Karen.Murphy@halpern.co.uk

Shereen Stallwood, Shereen.Stallwood@halpern.co.uk

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