Zalora’s Private Label marks its third year with strong collaboration with Asian designers.
Zalora Asia head of marketing Rayne Reid says the electronic commerce market of the Philippines and other Southeast Asian countries experiences a growth in “online transactions across the region” that drives Zalora’s reach.
“We move very fast in fashion. That is always an interesting part of the Private Label. We’re very committed about our customers across Southeast Asia. We try to bring the latest fashion and also familiar favorites,” she says.
By familiar favorites, Reid is referring to global fashion brands that consumers grew up with and mid to expensive fashion labels that found a home in the Zalora platform.
At the second Philippines Zalora Style Awards Night, Reid discussed how Zalora managed to merge more than 10 instore brands into six uniquely different styles for women and two for men, forming the core fashion basics of the Private Label.
The core labels are Zalora Women label and Zalora Men label. There is also a trendy and hip vibe for the young adults called Something Borrowed.
Private Label operates in six markets—Singapore, Malaysia, Indonesia, Hong Kong, Taiwan and the Philippines.
“We try to cover all of these markets in different and interesting ways for the fashion customer. In Southeast Asia, we always have summer time and the subtropical vibe. Whether it is through our styling or our fabrication or through having constant color and prints, we can really make a difference for our customers. We also focus on specific fit in Southeast Asia, basically a petite market especially for women,” she says.
“Fashion right now is all about opulence—embellishments, beadings, color stories that are vey rich. We’re loving right now all the textures of velvet, embroidered meshes as well as simplified lines coming through tailored silhouettes easy for everyone to wear,” Reid says.
Zalora has an exclusive design studio in Singapore, with a mix of all nationalities between Americans and Europeans and a strong group of Southeast Asian designers from Singapore, Indonesia and Malaysia.
Reid is excited over the prospect of getting on board Filipino designers. “We have Filipino buyers in the buying team. We manufacture across the region—China, Indonesia and Malaysia. We’re always looking for new vendors. We believe strongly in vendor development. Where we see good partnership either with the brand or the manufacturers. We’re always seeking those opportunities. We spoke with the Philippine team about the strong brand relationships that Zalora has created here. And how that strong partnership brings the brand to Filipino customers,” she says.
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