Secoo & “Wardrobe Of Love” Cooperate To Benefit Underprivileged Children
Secoo (寺库), which calls itself one of Asia’s biggest e-luxury platforms, recently teamed up with “Wardrobe of Love“(爱心衣橱), a new philanthropic program lauched by hosts from China Central Television (CCTV) to help underprivileged children.
Founded in 2009, Secoo sells second-hand luxury goods via its website, offline “clubs,” and in 20 physical partner stores. Established by CCTV hosts Wang Kai and Ma Hongtao, with the support of the China Youth Development Foundation, “Wardrobe of Love” puts memorable outfits up for sale on Secoo, with all profits going towards supplying warm clothing to children in poor rural areas throughout China.
Among the items up for sale are a lavish dress worn by television hostess Dong Qing in one of CCTV’s annual Spring Festival programs, a shirt worn by basketball star Zheng Haixia, costumes worn by actor Yu Shaoqun in the movie “Mei Lanfang”(梅兰芳), and dresses worn by actress Barbie Hsu at her wedding. Currently, to promote the philanthropic partnership, items previously worn by well-known television hosts Ke Lan, Bi Fujian, and others are on show at Beijing’s Secoo Club on Jinbao Street.
While Secoo’s move into the world of philanthropy is probably a good thing, the site is undoubtedly looking to set itself apart from the growing number of luxury-focused online retailers currently proliferating in the China market. Recently, the e-commerce site xiu.com received US$100 million in funding from Warburg Pincus and KPCB China, BCBG inked an exclusive deal with Chinese flash-sale platform VIPstore, and in September, the specialty multi-brand retailer thecorner will launch in China. Undoubtedly, the Secoo team sees this philanthropic effort as a way to break from the pack.
But will people really flock to Secoo’s website or brick-and-mortar clubs to buy outfits previously worn by CCTV anchors? Considering the way CCTV is regularly pilloried on Sina Weibo and popular blogs, we’d have to say, “maybe.”