JD.com builds up high-end image

Chinese ecommerce giant JD.com showcased a collection of six luxury Chinese fashion brands during London Fashion Week on Monday in an attempt to advance its image from a regular e-commerce platform toward a high-end quality fashion marketplace.

The show, co-hosted with luxury Chinese brand Eve Group, showcased fashion from Eve de Cina, Kevin Kelly, Ne Tiger, By Creations, HMR and X Lando, which each feature Chinese designers and strong Chinese cultural elements.

Eve de Cina focuses on Chinese craftsmanship with images and colors that frequently occur in traditional Chinese painting.

Ne Tiger is well known for its Chinese-influenced evening gowns and wedding dresses, and HMR is a jewelry brand with shapes and designs resembling scenes and settings from popular Chinese poetry.

JD.com announced at the show the launch of a new virtual fitting room, in partnership with Eve Group, that allows Chinese customers to buy made-to-measure clothes from the brands showcased in London.

The platform will generate images based on the measurements of customers in an attempt to reach beyond the limitations of typical e-commerce platforms.

Xin Lijun, president of JD.com's apparel and home furnishing business unit, said the initiative is part of the company's strategy to provide customers with a premium shopping experience.

"As recently as a few years ago, Chinese shoppers were less discerning about fashion, but today, if you want to be serious about selling fashion in China, you'd better be ahead of the curve and that's what we're doing," Xin said.

The virtual fitting room experience is currently only available in China.

Xia Hua, chairman of Eve Group, said the 3D fitting room allows the company to tailor high-end, made-to-measure products.

"Our root is in Chinese culture, so we are taking the art of Chinese craftsmanship and integrating our modern designs and services," said Xia, who founded the Eve Group 22 years ago.

Olive Hou, founder of the marketing agency Olive's Choice Creative in London, said JD.com's hosting of a fashion show advances its role from an e-commerce platform to a curator.

Hou said the six Chinese brands featured by JD.com are medium-to-upper level brands in China, indicating the company's desire to associate itself with premium products.

JD.com has 200 million active users each year and is popular among China's middle class.