Shopping festivals are evolving from discounting drives into an opportunity for brands to connect with new consumers and build a loyal fan base.The 11.11 Global Shopping Festival, also known as Single’s Day in China, is the biggest retail event of them all and brands prepare months in advance to perfect their campaigns.Traditionally conservative luxury brands are embracing online shopping in droves as the user experience improves in strides and e-commerce takes an increasingly larger share of total retail sales. In China, digitally native consumers expect a seamless shopping experience whenever and wherever they want to shop.Luxury brands, such as Italy’s Brunello Cucinelli and Hungary’s Nanushka, recently made e-commerce in China a core plank of their international expansion.in this episode of Alicast, Kathy Jiang, Principal & Chief Researcher at global consultancy Roland Berger talks with Alizila's Managing Editor, Alison Tudor-Ackroyd, about how luxury brands can maximize their investment in 11.11 to attract Chinese consumers. 

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