Zalora and a pan-Asian team from WPP-owned agency Superunion have launched a "rejuvenation" of the retailer's 'Own now' platform, which originally appeared in 2014.
Tasked with creating a "more ownable and modern look" that would be unified across the region, the agency created a TVC and refreshed the company's ecommerce website, mobile app and other assets. The work is rolling out in Singapore, Malaysia, Taiwan, Philippines, Hong Kong and Indonesia.
The 'You own now' campaign will run through March, after which the brand will roll out a "new masterbrand visual identity".
|See also: WPP's new Superunion has border-busting China brands in its sights in Asia|
Tito Costa, chief marketing officer, Zalora:
The concept of You Own Now has shaped the Zalora brand and given us a clear and concise narrative. More importantly, You Own Now will serve as Zalora’s north star in articulating the brand’s purpose and identity. Personality-led, individual style is at the heart of Zalora and with our extensive collection of global and local collections on our app and websites, people can trust their own voice and let fashion be their expression of individuality.
Dan Ellis, regional creative director, Superunion:
Our starting point was to build on Zalora's existing assets and make them work harder to give the brand back to the users. We created fashion imprints from the user's world, reflecting the distinct personalities and diversity that make up contemporary Asia. We put the focus back on people and tapped into how fashion makes them feel. For casting, we brought in diverse personalities from across Asia which challenged the fashion norm.