The campaign, ‘Zalora loves local’, spans social media, search, direct marketing and a YouTube masthead space showcasing the artists—Nathan Hartono, Cilla Chan, Sezairi and Ming Bridges—all dressed in Zalora outfits.
The brand's online store will also feature landing pages highlighting the talents and the styles of the musicians, as well as exclusive content on the campaign shoot and ‘in-store’ musical performances by each artist today.
“Both the worlds of music and fashion are all about expression, so the lines between the two are often blurred,” said Dione Song, marketing director at Zalora Singapore. “This latest campaign aims to take a step further to combine music and fashion by leveraging Zalora’s strength in fashion retail to provide the support and attention that our local music scene very much deserves.”
The campaign message aligns with Zalora’s strategy of localising its online stores in each country in order to offer a customised product mix paired with marketing messages specific to each consumer market.
The company is planning to create similar campaigns for other markets, but it declined to reveal more details.
Zalora also announced it plans launch Zalora Marketplace in the first half of this year, allowing independent fashion designers and sellers from Southeast Asia and Hong Kong to create their own branded storefronts within the Zalora site. Participants will benefit from free online marketing and advertising that will be part of Zalora’s overall marketing campaigns, the company said.