Livestreaming has become a huge phenomenon in China, with 9% of all ecommerce sales in the country estimated to have come via the channel last year. Many expect a similar trend to make its way west.

As part of its strategy to revitalise the struggling fashion brand, Ted Baker has jumped on the trend early, launching its first livestream last week after it struck a partnership with streaming specialist Bambuser.

However, judging by its first foray, Ted has some way to go if it wants to replicate the success of its Asian counterparts.