The event, a first of its kind in the region is a prequel to Google's newly launched Great Online Shopping Festival, which takes place February 2 through 4 and brings a clutch of online retailers onto a single platform.
The live hangout will be hosted at Zalora's pop-up store in ION Orchard today and will showcase an exclusive collection and an open talk session with "fashion insiders".
According to Dione Song, managing director for Zalora, Google+ Hangouts have done well for other brands, and she hopes that customers flock to the online retailer's initiative.
"Being able to see the outfits on the runway and getting styling tips from experts, we are confident that the Hangout would help consumers make an informed purchase decision that will translate to sales," Song said.
To promote the Hangout, Zalora has done a social-media campaign across Facebook, Twitter, Instagram and Google+. It has also created a dedicated landing page, banners and newsletters. The video of the event will be uploaded onto the company's social channels where viewers can watch it at a later date.
Although Song doesn't share any numbers, she is quite happy with the initial feedback and response from potential customers.