The New York-based livestream shopping platform is expanding its reach to the U.S. market, starting with a holiday livestream campaign, “She’s Live on ShopShops,” featuring an array of female-founded brands.
ShopShops founder and chief executive officer Liyia Wu will host an Instagram Live session on Wednesday through the ShopShops account, along with designer Rebecca Minkoff, to unveil the market’s U.S. launch. But the first livestream event will take place Saturday with Minkoff showing off some of her latest goods.
“As a brand we’ve always embraced technology as a way to push fashion forward,” Minkoff told WWD, regarding her decision to partner with Wu and ShopShops. “And we’ve been incredibly lucky to have had a ton of Chinese streamers to be coming into our [online] stores — since for the majority of the pandemic [our physical stores] have been shut — and streaming overseas to China.
“I had listened to Liyia on a podcast and I was just like, ‘I need to talk to this woman,’” Minkoff