We are just in the initial stages of an exciting new e-commerce era of video shopping/live commerce and using trends in fast fashion and new tech that has yet to hit, one day hope to see the democratization of style, where we are able to afford and access without much effort a timeless look and dignity befitting of the confident individuals we are inside.
Live streaming as a platform has already been seeing success within Asian markets, particularly East Asia, with leading live social media app Line boasting viewers in the millions per session. Manufacturers have also been known to use the platform as a means to communicate directly with buyers and for consumers to engage with the brand or company directly through sessions with Q&A and product demonstrations. By studying the impact and efficacy of live streaming Singapore videos for a single creator/entrepreneur, we hope to understand better the benefits of creating a more ‘one to one’ connection with the viewer in promoting a more personal branding-based approach to pushing product and how live streaming Singapore may affect the culture of online shopping through consumer purchasing decisions.
The fashion industry is one that has always managed to leverage on the latest in technology to bridge the gap between ‘aspirational’ style and consumer affordability and accessibility. With the rise of fast fashion and e-commerce pushing the cycle of trend from runway to wardrobe at an unprecedented pace, fashion has become increasingly prevalent and disposable.
The Rise of Live Streaming in Singapore
Live streaming has become all the rage in Singapore since its launch in 2015, with over 70 percent of consumers being exposed to it. Adding on, it is expected to grow in the next few years due to the increase in the number of smartphone users. Live streaming first started off as a platform for online gamers to show off their skills while playing their favorite games to an audience but now includes a new genre, fashion. The live streaming platform in Singapore circles around an app called “Bigo” where there are countless live streamers promoting the latest fashion trends. Live streaming has changed the way consumers view style. It has created a more personal and engaging platform for consumers to get style advice and tips. It is different from watching an advertisement which feels distant. Now, you are able to get instant feedback and comments from the streamer or other viewers. Consumers are able to give comments and ask questions which creates an interaction between the viewer and streamer. Sometimes live streamers even have fashion giveaways for viewers who purchase a certain clothing item. With interactive ways to engage consumers, it is no wonder why fashion live streaming is becoming popular in Singapore.
Impact on the Fashion Industry
In an interview with fashion streamer Haide, she brought up that the fashion industry in Japan is facing decline due to the decrease in personal income and the rise of trendy fast-fashion at an affordable price. She then feels that streaming in virtual worlds meeting the demand of fashion-hungry gamers to decorate their avatars and the rising cosplay scene could be a gateway for Japanese fashion to go global. Haide believes this could connect to overseas viewers and become a chance for them to promote real-life Japanese fashion to the world. She herself has done live showcasings of kimono and Harajuku fashion to show viewers the authenticity of Japanese fashion and believes this could be the first step in reviving the industry.
Live streaming proves to have a significant impact on the fashion industry. This marketing strategy has changed consumers’ way of purchasing and evaluating fashion items. It has substituted the typical window-shopping at the mall and provides a convenient way to shop using a PC or mobile in real time. A number of fashion streamers have commented that viewers lounge around live streams just to chit chat and watch the streamer try on different clothing or cosmetics. Some viewers would even ask for opinions, making the whole try-on experience interactive. With the rise of e-shopping and the contagious trend in live streaming, consumers are more likely to make impulse purchases. This is evident for Twitch, which is known for gaming, now stepping into the fashion category. Streamer VampyBitMe, who does live fashion hauls and cosplays with her viewers, has mentioned that she has seen increasing sales of affiliate items, proving its effectiveness.
Future Trends and Opportunities
Moreover, fashion live streaming is destined to become more interactive. Live streaming has completely revolutionized how global communication is shown with the use of social media platforms. Thus, fashion live streams will become a worldwide network of communication between consumers, models, and industry insiders. Through this live response video system, fashion companies can collect more precise feedback about their products, and consumers can finally have a voice on what changes they want to see in the fashion market. This creates an opportunity for new consumers and industry insiders to enter discover-part time or full-time work as a fashion live stream translator, representing one culture into the global fashion community.
The future trends and opportunities of live streaming and fashion are infinite. Technology will only become more sophisticated, and fashion live streaming will become continuously integrated into the fashion system. As mentioned before, the fusion between e-commerce and live streaming is said to be the bridge that finally connects entertainment with the fashion market. Future live streams will not only be for entertainment and promotional purposes but will be more directed towards directly selling a product. By using TV online shopping methods, consumers can purchase products they see their favorite artists wear in the stream, immediately from the video itself.
Fashion has always been part of Singapore’s culture, with new trends constantly being rolled out of the fashion industries. Fashion to the people of Singapore is a medium in which they use to express their individuality and personality. Grooming plays a huge role in self-satisfaction because it bolsters one’s self-confidence and self-esteem. Consequently, it is important to look good in the eyes of the public to feel good. This is proven where it stated that people in Singapore are willing to fork out more money in order to look better. In the context of this paper, fashion plays a role for viewers to perceive the live streamers in a different light from an ordinary person. This can be because of different reasons such as the streamer dressing up in a costume or a particular attire to match the theme of the stream, wearing fashionable brand named clothes to let viewers know their status in society, and lastly, to seek appraisal and comments on their appearance from viewers. Through interviewing live streamers and identifying the objectives behind their extravagant apparel, one can say that it allows the streamer to have a sense of achievement and satisfaction when compliments are given about their appearance.
Live streaming can be defined as “you are in front of your audience, they can ask you questions, show their love and appreciation (heart button) in real-time and normally you will be able to reply and react to their comments immediately”. This can be done through many social media platforms, such as Facebook and Instagram. It briefly serves as a tool for users to share their world with people and to collaborate and socialize with others who share the same interests. Unlike producing videos, live streamers do not have the luxury of an editing process. Once the broadcast is over, it is impossible to get back what had gone wrong and there is no second chance to cover up anything. This sense of realness is what attracts viewers to keep coming back.
Overview of Live Streaming
Live streaming is not a new term in Singapore. Since its debut in Asia, Singapore has been a major player in the industry. Big corporations, local universities, and even government authorities use the technology to broadcast events or lessons to the public. The most common types of live streaming services come in the form of video platforms such as Twitch, YouTube, or Facebook. Viewers are usually able to tune in for free or may be required to pay a small fee to access the stream. Video quality may differ from service to service, with some platforms offering high-resolution streams as long as the broadcaster has the right equipment and internet bandwidth. In contrast, mobile apps have recently been capitalizing on live streaming services. One such example would be Bigo Live – an app that allows users to video cast themselves in exchange for virtual currency. Other users may view their casts for free and interact by sending messages or virtual gifts to the caster.
Live streaming is a process that captures moving images and compresses them so that they can be broadcasted live on the internet. It generates an interactive bridge between the broadcaster and the viewer, who are able to communicate through real-time online chat.
Importance of Fashion in Singapore
Singapore is a small but prosperous country with many foreign businessmen and tourists constantly coming in and out. This has created exposure to Western culture on many levels. One such level would be the introduction of high fashion places and events. This exposure to high fashion has had an effect on the younger generation who are more prone to Western ideals. In the future, fashion could become a symbol of status and intellectualism in Singapore.
In traditional cultures such as the Indian, Malay, or Chinese, the younger generation is often expected to maintain elder cultural traditions. More often than not, there are spoken and unspoken rules on dress code and clothing for public places or family events. The young in multi-ethnic Singapore often find themselves straddling the line between modern ideas and traditional culture.
In Singapore, where there is a high national and individual focus on economic growth and human capital, it is noted that the emphasis on fashion, over the years, has developed into a fashion culture. ‘Fashion, an individual redefinition,’ is more critical in Singapore than in many other countries. It is postulated that the increasingly interconnected network of social and global media has introduced conventional fashion to high fashion, molding a culture of quick, ‘hit and run’ fashion influence. To say that fashion in Singapore is important would be an understatement. Fashion has marked a quiet evolution from a homogeneous cultural symbol to a softer form of individualism.
The Rise of Live Streaming in Singapore
Primarily, there are essentially two different types of live streaming of fashion events and products and these are live streaming of events and webcasting. Webcasting in general refers to live streaming video content available online and usually it is done to capture the attention of an audience to increase sales of a product or service. An example would be a streaming session conducted by a product ambassador showcasing the product and its features through a product demonstration. This is generally what live streaming of fashion products is about and this is further proven by the abundance of sessions available from various global sources such as product brands, to big online retailers like Zalora. To a certain extent, these sessions sometimes occur as part of a marketing campaign for a new product range or the promotion of some form of discount sales event, just like how there would be actual product ambassadors in large retail outlets trying to do the same thing. This is also closely related to the second type of streaming fashion events and products which is live streaming of fashion events such as a webcast of the Singapore fashion week. In recent years, Singapore fashion events are also considering live streaming their fashion shows to the public online as an attempt to widen their audience and sometimes these events are sponsored by firms that are in the search for greater brand exposure. Live streaming events have proven to be a cost-effective way to reach out to a broad audience and the sessions can also be archived and become on-demand content which can be useful for product brands in trying to continuously sell the product over an extended time.
The recent technologies and innovations have paved the way for the development and success of various online shopping platforms. These platforms have encouraged the growth of the e-commerce industry in Singapore, which is expected to generate about US$3.5 billion in revenue by 2015. Today, one significant feature that is available on these e-commerce platforms is the availability of live streaming sessions. According to R. Subhathra, the assistant manager for e-commerce at the Best Denki retail chain store, live streaming has attracted a younger audience, who are more internet savvy and use smartphones regularly. Given this emerging trend from live streaming of fashion products, it is also important to take on a different perspective and study on the impact that the proliferation of streaming will have on consumers in comparison to static listings of fashion products. This report will explore this issue, with a focus on live streaming of fashion events and products in Singapore. This report will study the extent to which live streaming has redefined style in Singapore by addressing how the availability of live streaming sessions have influenced an audience, who are the notable streamers in Singapore and identifying their specific tactics that have attracted an audience, and the level of audience engagement and participation during these sessions. This will be achieved by first providing a general overview of the e-commerce industry in Singapore, and then the current landscape and different types of live streaming services and events. This will be the foundation and prove that live streaming is of a significant presence and that it is essential to explore the impact it is having on style in Singapore.
Growth of Live Streaming Platforms
However, the feature was short-lived with the discontinuation of the PlayTV service in March 2009. Nevertheless, it served as a rather new and interesting concept for television that intuitively relates to the rise of live streaming in recent years. It has trained the audience into seeking interactive content and accustomed them to the idea that they can affect the outcome of an event. This is apparent as in the official shutdown announcement, MediaCorp expressed intentions to ‘incubate some of these channel ideas into new television or broadband services’. This was not the only interaction-based TV application in the late 2000s, with similar ideas from foreign reality television services adapted for local versions.
Singapore has been exposed to live streaming as early as in the mid-2000s. Due to limited broadband access and high costs of technology, live streaming did not take off and was unavailable for personal use until more recent times. Therefore, the advent of live streaming broadcast related very much to the development of broadband services in Singapore. The onset of live streaming can be associated with the introduction of MediaCorp’s interactive TV application in late 2006, where live streaming was included as part of a value-added service for viewers. With its catchy tagline, “Don’t just watch. PlayTV,” viewers could interact with the TV programme using SMS, phone calls, and the Internet for a range of activities like voting, chat, and games. Live streaming was used to allow viewers to watch the live telecast of certain games and reality shows in the PlayTV portal.
Popular Live Streaming Personalities in Singapore
Singapore local social media celebrity and radio personality Dee Kosh is a prominent figure in supporting the growth of live streaming in Singapore. Creating a weekly schedule on Twitch, Dee Kosh interacts with his fans through talk shows. During that period, he also invites other local celebrities to join in the quirkiness. Dee Kosh, who is known for his humor, has garnered a larger audience for Twitch as he is able to create hype through talk shows, drawing in teenagers and young adults to use Twitch more frequently as an entertainment platform.
A good example would be those such as NightOwl Cinematics, a group of local filmmakers and comedians who are popular on YouTube. They have extended their influence to platforms such as Twitch using live streaming. Another example would be TheMingThing, who is known to be a local YouTuber with much influence. Same as NightOwl Cinematics, they have also extended their influence to live streaming by using Twitch as a platform. When personalities like these initiate into live streaming, it attracts their audiences to also subscribe to said platforms, hence aiding the growth of live streaming in Singapore.
Live streaming in Singapore is often associated with online celebrities who are social media entrepreneurs. The impact these celebrities have is not just national, but it extends to the regional context as well. These entrepreneurs vary across different types of personalities, ranging from gamers to beauty gurus, and even social advocates.
Audience Engagement and Participation
Live streaming is also bringing about a new form of interactive marketing for brands. An article published in The Straits Times tells of how Lazada Singapore has harnessed local influencers such as Sylvia Chan and Dee Kosh in a bid to become the first e-commerce player in Singapore to launch a live stream shopping event. This new form of shopping combines entertainment, engagement, and shopping, as consumers watch the live stream to participate in games and, in doing so, win discount vouchers to purchase products. This tactic was a success for Lazada, resulting in a ten-fold increase in sales and a sixty percent increase in brand awareness.
Stylenanda, a Korean fashion and beauty brand, is an example of a brand that has actively involved social media influencers in live video shopping segments. These influencers would wear on-brand clothing while discussing the featured products with their audience, and the brand claimed that this tactic saw a 10-fold increase in sales compared to other digital marketing techniques. This method taps on influencer engagement as well as pushes for consumer engagement, as consumers can ask the influencers questions about the products in real time in the hopes of receiving feedback.
Based on a recent report, approximately 90% of consumers say that live video shopping is effective compared to pre-recorded video shopping. This shows that live video shopping has a significant influence on consumers.
Another notable way audience participation takes place is through hosting meet-and-greets. This gives these influencers the opportunity to meet their fans in person and gain a better understanding of who they are.
In an interview with Elle magazine, fashion influencer Andrea Chong shares that she engages her audience largely through the app Instagram. She consistently interacts with her followers on the app and takes the opportunity of Instagram’s newest features, such as polls and ask-me-anything buttons, to communicate with them.
Fashion and beauty influencers in Singapore encourage participation by interacting with their online audiences and giving them a behind-the-scenes look into their lives. This is done through sharing about their day-to-day lives, as well as involving their online fans in activities such as fashion styling and shopping for new looks.
Impact on the Fashion Industry
Live streaming is quickly becoming the most popular method of sharing content on the internet. It allows bloggers to carry out real-time video blogs to huge numbers of subscribers using social media platforms. Global fashion event company IMG made the decision to live stream all runway shows from Mercedes Benz Fashion Week in 2016, citing the growing trend towards immediate content delivery. Live streaming creates immediacy with the viewer. Unlike traditional publications and blogs, content cannot be curated and edited to perfection. It shows a real person wearing a real outfit in real time. This builds a stronger personal connection with the audience, who can often have their questions and comments addressed by the host, making the experience far more engaging. For the host, it allows on-the-fly market research to see what items are well received and can act as a platform to promote and sell these items.
Live streaming is not only redefining the way fashion is presented, but also its very manner of living and being made commercially available. The culture of the live stream first took off with video games (”Twitch”) and music (”Boiler Room”) in which events were broadcast to viewers at home. Since then, the sphere of content that has been considered suitable for streaming has grown to encompass all forms of entertainment, news, and now even lifestyle bloggers. This is very relevant to the fashion industry, where clothes are not merely pieces of fabric and thread to be listed and sold, but part of a wider lifestyle image.
Fashion Shows and Runway Live Streams
To engage an effective mainstream viewer audience across the world, many brands have recently embraced the strategy of adopting a digital approach to the conventional runway show. As such, they have made moves to live-stream their runway shows, allowing viewers to watch the shows in real-time from the ‘front row’. This was first introduced to Singapore in November 2011, with FIDE Fashion weeks initiative to live-stream all of its runway shows on YouTube. This provided exceptional global reach for all participating brands involved. Fast forward to 2016, and they had amassed over 3 million views in total. This method serves a more democratic approach to seeing fashion, as compared to the exclusive nature of invites only to a select few elite members of the fashion society. Live-streaming allows the everyday person a chance to view a runway show, thus providing as a strong marketing and PR tool for brands to engage their consumer on a real-time basis. An excellent real-life example of this fashion live-streaming tool used in Singapore is by Louis Vuitton. LV debuted the live-stream of its Men’s Fall/Winter 2016/2017 fashion show on its official website, in a bid to engage more of its Asian audience. The show was shot in Tokyo, making it the first time LV has traveled to Japan to present its Men’s collection. This innovative method culminated with a real-time question and answer session directly after the show with LV’s style director Kim Jones. LV also made the viewing experience more personalized, by sending out USB keys containing exclusive access to the show to selected VIPs, members of the fashion society, and fashion editorial staff. LV’s endeavor is a symbolic demonstration of the possibilities of live-streaming to progress the conversational narrative between brand and consumer, as well as allowing a more immersive and exclusive viewing experience for the viewer, and most importantly a tool to further drive sales during collection releases. LV’s Men’s F/W 2016 collection will be released in stores this summer, and it is expected that this personal viewing experience will increase the likelihood of purchase for consumers who followed the show. LV has further solidified its belief in the importance of this method, by announcing that it will be live-streaming its Women’s S/S 2018 collection this coming October. On a side note, a slightly different method to the conventional fashion show was introduced by H&M this past March when it collaborated with Parisian fashion label Kenzo. H&M hosted an extravagant ‘see now buy now’ event at the iconic Carrousel du Louvre in Paris, which showcased a mix of fashion and music with a ‘live’ dance and musical performance by artist Ana Lily Amirpour to accompany the visual presentation of the collection. This was also live-streamed on H&M’s website making it accessible for the everyday person to view. The entire collection was immediately made available for pre-purchase by both men and women, thus blurring the lines between runway and consumer, and again increasing the likelihood of purchase by creating excitement and demand for the product through the live visual and musical presentation. This dynamic method has proven to be successful with 10% of the collection being completely sold out on the first day of worldwide release.
Influencer Collaborations and Product Launches
A clear demonstration of this method of engagement was seen during the Coach X Baseman capsule collection launch live-streamed by Bagaholicboy. Throughout the live stream, viewers were asking questions about the designs and functionality of the bags themselves which Bagaholicboy was able to provide directly to them. By doing so, he was able to meet the needs of curious viewers, thus creating a stronger impression of the product and increasing the likelihood of purchase. This heightened level of product engagement is a form of customer relationship management and can certainly add long-term value to the brand in the eyes of the consumers.
In an interview with Drea Chong, a leading influencer in both Singapore and the international community, she mentions how “I believed live streaming allowed a deeper form of engagement as fans are able to engage [with the personality] and provide feedback on the products being launched while feeling that they are part of the action”. The intimate and immediate nature of live streaming allows the viewers of the influencer to ask questions about the nature of the collaboration/product directly to the fashion label/designer. Viewers can gain a far clearer understanding of the product with insight from both the influencer and fashion label directly so that they may make a better-informed purchase, something which is not possible with a fashion show live stream which does not offer this instantaneous method of communication.
With the advent of live streaming, the dynamics of fashion marketing and brand advertising have changed. Influencers and fashion labels now have the ability to broadcast their product launches and collaborations to a wider and more diverse audience, adding value to the brand image and embarking on customer engagement. Influencers essentially provide a sneak peek of the products to their viewers and a background story to the product, engaging the audience and the brand itself.
E-commerce and Online Shopping Experience
This eventuated shift in control of information serves as a double-edged sword. While companies have more flexibility in how they present their brand, there is a need to now secure the consumer’s interest for a longer period of time. This change is requiring companies to reshape the way they interact with consumers in post-purchase stages. One result of this change has been a noticeable increase in the production of visual media advertising campaigns for fashion items. This type of advertising has been proven to be especially effective in Asian markets. In relevance to the shopping experience, companies are incorporating links to live stream events and advertisements into the buying processes so that consumers may continue to feel engaged with the product.
The live streaming of events has led to the elimination of the traditional fashion calendar in which the industry used to operate. A ‘see now, buy now’ culture has been pushed into implementation by several large fashion companies such as Burberry, Tom Ford, and Vetements. These companies have abandoned the typical 6-month waiting time for their collections to be released to the public. Instead, consumers are now able to purchase products immediately after watching them on the runway. This demonstrates an enormous shift in the control of information from the provider to the consumer. Companies are now finding it increasingly difficult to control the perception of their brand. But the ‘see now, buy now’ culture is aiding in forming a new opinion that fashion and style can be made more accessible.
Future Trends and Opportunities
Augmented reality and virtual fit-ons will be unfamiliar and may seem strange and even uncomfortable to some customers at first. People may not be used to embracing this type of digital technology and may feel it is encroaching on common activities of the shopping experience, such as trying on clothes. However, it has the potential to grow into a standard and necessary feature for online fashion retailers and has already been implemented adeptly by businesses like Topshop and Gap. The most important thing for customers with this new technology will always be its benefit to them. The key advantage for the industry to force it to ultimate and widespread implementation will be that it reduces the instance of needing to return products because they do not fit. Customers will become more accustomed to purchasing the correct size first time. This is a big shift from today’s current status quo. Take for example online sales of running shoes, around 82% of all shoes purchased online are returned. This will mean businesses spend less money on return shipping charges and packaging and some may be able to completely do away with physical stores, passing cost savings on to the customer. For the customer, the advantage of not wasting time or being inconvenienced by having to return an item is clear. On top of this, visualization technologies will improve in quality and realism which is a selling point in itself. This has been shown with top-end virtual fit-ons such as Toshiba’s ‘Toshiba’s Clothes Fit Visualizer and Replican’s Clothing Canvas’ which produces accurate representations of how clothes will fit. Coming down the line, this technology will also become available on the mobile platform and may even be applied to an in-home virtual shopping experience similar to those seen in science fiction. Customers may be able to create a complete virtual counterpart of themselves and try on clothes from many different online retailers all in the same place. In-store try-ons will seem a hassle by comparison.
Augmented Reality and Virtual Try-Ons
An important issue to consider, however, is the high cost associated with setting up AR systems. From 3D modeling to programming, costs could range in the millions and would take several months to complete a project. As most Singapore SME retailers do not have vast sums of capital, this would be more feasible for the larger companies to utilize. It is important to understand that while an AR system would be great for the future of online fashion retailing, it may not be the best starting point for SMEs who are looking to improve on their current state of online retailing.
Augmented reality allows for the virtual immersion of computer-generated models into reality. By using AR technology, shoppers can now have a more realistic view of the product before purchasing. Virtual try-on allows consumers to view how an item matches with the rest of their wardrobe without having to leave the comfort of their own home. Singapore fashion retailers can look to integrate this technology onto their online sites where consumers can view the products in a 3D format to have a better understanding of the product. This can serve to be a unique and entertaining shopping experience for consumers. At the same time, AR and virtual try-on have the potential to reduce the level of product returns, which is helpful for online retailers. A local Singapore company, Matoa, who offers a clothing line tailored to a formal lifestyle and a tropical environment, could stand to benefit significantly if a technology such as this was employed.
Personalized Styling and Recommendations
Personalized styling and recommendation systems have been identified as a potential tool for fashion e-commerce. However, there is no direct evidence to suggest that it increases customer satisfaction or helps consumers make better choices. This is an important area for future research as our understanding of how to provide consumers with personalized experiences in e-commerce environments to increase satisfaction. A recent example from research is the use of technology to enhance in-store shopping experiences with machine learning algorithms to customize the in-store experience. However, little is known about how this will translate to the online environment. Allowing a more interactive way for consumers to “shop” for items rather than the passive searching and browsing required in most e-commerce systems could potentially enhance relationships with customers and increase sales. This relates to the upcoming work on recommender systems and how advanced technologies can improve the effectiveness of matching products to consumer tastes. With feature-rich, interactive, and visual product recommendations changing the way that certain products are discovered and explored by consumers, this could potentially be translated into a more direct sales outcome and increased customer satisfaction.
Social Media Integration and Marketing Strategies
Singaporean fashion brands such as Love Bonito need to adapt and use new social media marketing strategies. Marketing fashion products via social media can be a rather complex task given that Subramaniam states, “Fashion brands depend heavily on their ability to cement vague and yet convincing images into the mind of their chosen audience”. With the younger generation not being able to travel to retail stores, Zelia Leong explains how Love Bonito has to empower their customers “the power to bring their shopping experience to the next level, bringing the dresses to where she candidly confessed to spending most of her time; on the bed, in front of the computer”. Changing shopping behavior trends means fashion brands have to cater to the target audience and find where they are most likely to be browsing fashion products. This means using marketing techniques used to build the brand image depend heavily on the target audience. Live streaming can be done for free on platforms such as Twitch, but this will most likely not expose the stream to the desired market. Love Bonito would probably live stream on Facebook since it is the most popular social network in Singapore and fashion is its main demographic profile. Live streams can also be marketed using Facebook ads, which can target the desired community and drive traffic to the live stream.
Social media marketing and live streaming are closely intertwined, particularly with e-commerce. Marketing strategies are always changing; something that was effective one year ago may not be effective today. The nature of live streaming requires different types of marketing strategies; unlike video sharing platforms, users watch streams in real time and a large part of the appeal is the interactivity and the relationship between streamer and viewer. Singaporean streaming platform Zopim has made an infographic that focuses on the best marketing techniques for gaining new customers and viewer retention. These techniques can be applied to the live streaming of fashion products, increasing customer awareness and sales of the product.
