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Nicola Mira
Oct 28, 2022
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24S to premiere live video shopping on November 2

Translated by
Nicola Mira
Oct 28, 2022

The LVMH group’s luxury e-tailer 24S has announced that it will stage its first live video shopping session at 7.30 pm CET on November 2. The ‘Live Shopping from Paris’ session will be hosted by influencer Paola Locatelli and Tagwalk’s founder Alexandra Ven Houtte.

Paola Locatelli and Alexandra Ven Houtte - 24S

24S indicated that a selection of 24 items for the coming winter season will be presented during the e-tailer’s live video selling debut. The session’s hosts will “unpack the latest trends” and explain “how to match timeless essentials with the new statement items created by fashion designers,” said 24S, adding that, after the initial live broadcast on 24S.com, the session will be available to viewers on the site. 

“We should have already started with live video shopping, but we fell behind schedule due to the pandemic,” said 24S’s managing director Eric Goguey, speaking to FashionNetwork.com in June, when he said the first session was scheduled for the fourth quarter. “We wanted to have a level of quality that would satisfy our top international customers. We are keen to showcase the city of Paris, so it will not be a mere studio session. We will adopt a ‘one-to-many’ approach, addressing the needs of luxury consumers,” he added.

24S has ambitious live-shopping plans, with Asia as its main target, and is especially keen to involve Chinese social app WeChat, as Goguey indicated in an interview with FashionNetwork.com. Future sessions will therefore be aimed at consumers from the Far-East. 24S said that they will be hosted by celebrities who will present their vision of Parisian fashion from the perspective of the various Asian countries that will be featured. 

As FashionNetwork.com reported in spring, live-shopping has aroused a great deal of interest among leading Western luxury labels, which have closely monitored the practice’s booming growth since the mid-2000s in Asia, where live-shopping was worth $300 billion in 2021, according to McKinsey. In 2020, Louis Vuitton tested live-shopping in China.

Will the practice be a success in Europe?

"I don’t know if we will reach the same levels as in China,” said Marc Lolivier, vice-president of the Ecommerce Europe association, speaking to FashionNetwork.com in March. “But the human touch is precisely what’s missing from e-commerce. Live shopping sessions feature the kind of advice that one would expect from a [physical] store. They’re not just videos, they’re interactive. It’s the best of both worlds,” he added.

24S’s inaugural session will showcase 24 products - 24S

One issue is the difference in purchasing behaviour between Asian and Western viewers. TikTok, which has established itself as a major operator since the pandemic, is said to have put a brake on its plans for the European and US markets, opting instead to collaborate with existing platforms like TalkShopLive. Meta’s Facebook has reportedly dropped plans for live video selling to focus instead on the commercial potential of Reels. 

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