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Case Study | Livestreaming: How Brands Can Make It Work

Fashion and beauty companies are betting on livestreaming to engage their communities and generate sales revenue, but the channel remains elusive to many. BoF assesses the prospects and pitfalls of the global livestreaming opportunity to determine how brands can capitalise on this rapidly evolving medium.

Livestreaming case study cover — BoF assesses the prospects and pitfalls of the global livestreaming opportunity for fashion and beauty brands.

By

Zoe Suen

09 September 2021

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Fashion and beauty companies are increasingly reliant on digital innovations from Asia. Super-apps like WeChat became indispensable in the region before proving their worth in the running of a global business; more recently, short video app TikTok took the world by storm, inspiring many copycats in the process. But few of these online exports have intrigued — and puzzled — brands quite like livestreaming.

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About the author

Zoe Suen is a contributing writer at The Business of Fashion. Suen is a freelance writer, editor, and consultant who writes about luxury fashion and beauty.

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Technology

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London, United Kingdom

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