Western social media platforms like Facebook, YouTube, etc are banned in China. In their places, Weibo, WeChat, Youku and more are the main social media channels in China and thus the main battlefields of social marketing for brands entering China Market. WeChat is the largest social network in China, with over 900 million users daily, for nearly all types of services, including booking flights, restaurant table reservation, shopping, paying bills, etc. To cater the needs of the new generation of Chinese digital natives, a mobile app eM++ was developed that creates new customer services and enables tailored fashion marketing. This new mobile app eM++ works well in China, will this be also well received in other countries? This research investigates consumers’ perception of this new fashion e-tailoring e-shopping concept in UK. Will this type of e-tailored services be welcome in UK? Will consumers welcome this type of e-shopping service in UK? Or they prefer the traditional way of tailoring and shopping? Which social media platforms should be used for promotion? The sample population of this research covers both male and females from China and UK aged 18 years old or above with experience of searching and/or buying clothing items online. Convenient sampling and snow-balling sampling methods are used. In UK, recruitment of volunteers for this project will be via emails to colleagues and previous students, as well as via posters of recruiting volunteers for this project posted on campus. Details of the project and experiment will be included in both emails and posters. Volunteered participants are asked to answer a pre-experiment online questionnaire. Based on their answers, suitable participants will be invited to participate the experimental part (which is trying a fashion app and then answer the post-experiment questionnaire). Participants successfully completed the experiment and post-experiment questionnaire will be given their own body measurements with a 3D model in user’s customised shape, as well as a discount coupon for future use when the app is officially launched. This research will have mainly quantitative data analysis, SPSS will be used to analyse the data. There will have a few open-ended questions that qualitative data analysis method will be employed. This research will explore the feasibility of this service in UK and formulate a cross-cultural comparison between China and UK.

Digital technological development has created different new possibilities. New products and services are developed to cater the needs and wants of these digital consumers (or digital natives). It has also changed the means of marketing communications. Social media has become an integral part of many people’s lives, thus social media marketing is found in the marketing strategy of every brand. Western social media platforms like Facebook, YouTube, Twitter and so on are banned in China. In their places, Weibo, WeChat, Youku and more are the main social media channels in China and thus the main battlefields of social marketing for brands entering China Market. WeChat is the largest social network in China, with over 900 million users daily. Chinese users spend an average of over 70 minutes a day using WeChat, for nearly all types of services, including booking flights, restaurant table reservation, shopping, paying bills, hailing taxi, transferring money, and posting Moments on their walls, etc. Not only that, WeChat allows companies and celebrities to create official accounts to generate content for promotional purposes. Moreover, WeChat allows one-to-one personalized interaction between brands and the users. To cater the needs of the new generation of Chinese digital natives, a mobile app eM++ was developed that creates new customer services and enables tailored fashion marketing. The eM++ app has three components. The first core component is 1Measure, which users can obtain their body measurements by skimpily taking two photographs of themselves in normal clothing anywhere and anytime. Without the involvement of expensive equipment, users can enjoy similar benefit of body scanning but more flexibility and convenience, they not only instantly receive their measurements but also have their digital body model and a shape analysis report. Based on this information, the second component of the app eShop allow users to shop fashion items currently available in different online fashion stores like ASOS, Zara, and H & M, etc. In eShop, users are suggested the right sizes to order for different fashion items, based on their measurements and shape information, and also mix-and-match recommendations. The last component is eTailor, where users can order clothing like suit jackets, pants and shirts that tailored made for them, but save the need to take body measurements in a physical store. This new digital service will first be launched in China as there is high demand on Made-to-Measure fashion and marketing through WeChat social media platform. This paper will discuss how to market this new digital service using social media like WeChat in China and consumers’ reactions to this new business model in this digital world.