In a bid to enhance its fashion credibility, JD Fashion is collaborating with influential media platforms such as Vogue and Xiaohongshu (also known as RED). Credit: Shutterstock

The investment, combining financial capital and market resources, will broaden and enhance the range of fashion offerings available to JD.com consumers, providing a significant boost for domestic and international brands.

JD.com plans to feature simultaneous launches by thousands of brands on its online platform, supported by enhanced marketing initiatives. JD Fashion will also expand into new realms through partnerships with celebrities, acclaimed designers, and innovative cross-industry collaborations.

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JD’s Little Magic Cube channel is central to these efforts, an innovative marketing tool focused on accelerating product launches. By leveraging this tool along with external marketing resources, JD aims to help brands effectively engage target audiences and reduce the time to market for new products.

As part of this initiative, JD.com is introducing a ’10-billion-yuan Discount’ programme, offering daily opportunities for customers to enjoy a ¥30 discount on purchases of ¥300 or more.

In a bid to enhance its fashion credibility, JD Fashion is collaborating with influential media platforms such as Vogue and Xiaohongshu (also known as RED). On 6 September they plan to unveil upcoming fall and winter fashion trends, providing fashion-savvy shoppers with a rich selection of stylish choices and content to enrich their shopping journey.

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The investment comes on the heels of significant growth in JD.com’s fashion segment. Since the beginning of 2024, the company has reported a 60% year-on-year increase in leading apparel and footwear brands and a 200% increase in third-party apparel merchants. Over 100 sub-categories have experienced a fivefold increase in new product launches.

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The company maintains partnerships with leading fashion groups including Inditex, H&M, and Gap. It also offers selections from over 90% of the world’s most recognised luxury brands, including Louis Vuitton, Gucci, Tiffany & Co., Bottega Veneta, and Saint Laurent.

Last Friday (23 August), Multinational retailer Walmart told Just Style it is looking to offload its stake in JD.com, a move that could reshape both companies’ strategies in China and could spark new opportunities for Walmart’s apparel business.