URBAN REVIVO (UR) brought its fashion show to Tmall’s livestream, delivering an immersive sensory experience that transformed the digital space into a dynamic runway.
The six-hour livestream event featured four runway sessions and in-depth trend discussions. On the day of UR’s “Urban Escapade” livestream show, the brand achieved over 40 million RMB in sales, securing the top spot on Tmall Fashion’s “New Trends Week” opening day and marking an 800%+ increase compared to the same period last year. Through the innovative “Super Fashion Showcase” IP strategy, livestream sales exceeded 2.3 million RMB, a 1,273% year-on-year surge.
The event attracted an unprecedented 92% new customers, with nearly 3 million views—setting a record high for UR’s livestream history. The store also gained over 2,500 new followers, a 25-fold increase compared to daily averages.
How Did This Livestream Expand the Boundaries of Content Marketing?
Entering UR’s Tmall livestream felt like stepping onto a vibrant city street. The set design featured intricate urban elements—cozy cafés, bus stops, phone booths—against a backdrop of a shimmering skyline.
The fashion narrative unfolded seamlessly, mirroring a day in the life of a modern urban woman: from a morning coffee break to an afternoon street stroll, and finally, an evening under neon lights. Each scene transition highlighted different styles and identity shifts, immersing viewers in a multi-sensory experience.
Beyond the runway, the livestream offered rich fashion insights. Alongside models showcasing the latest collections, celebrity stylists and fashion hosts broke down each look—covering design, tailoring, styling tips, and fabric choices. Special guests, including stars Meng Jia, Li Sidanni, and supermodel Estelle Chen, joined to share seasonal trend advice and flaunt their favorite outfits.
This meticulously crafted livestream exemplified UR’s strategic execution and Tmall Fashion’s “Super Fashion Show” content innovation.
Why Livestreaming is the Future of Fashion Marketing
Livestreaming has become a key platform for brands to engage consumers, especially younger demographics. Its real-time interaction and entertainment value drive impulse purchases more effectively than traditional formats.
However, as the market saturates, brands face challenges like content homogenization and audience fatigue. Collaborating with marketing IPs—like Tmall’s “Super Fashion Show”—helps brands stand out, maximize resources, and strengthen long-term equity.
UR’s success lay in its compelling storytelling and high-production aesthetics, which elevated its fashion appeal. By blending immersive visuals, celebrity influence, and expert insights, the brand not only reinforced its loyal following but also attracted high-value fashion enthusiasts.
Ultimately, whether through innovative set designs or star-powered collaborations, the goal remains: delivering exceptional content that enhances engagement, boosts brand perception, and carves a unique identity in a competitive landscape.
