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Marketing Featured South Asia

India-based ‘Lifestyle’ inspires fashion lovers to elevate their style in new campaign

India – India-based retail fashion brand Lifestyle has launched its new campaign, with an aim to encourage all fashion lovers to elevate their style with the brand’s latest collection ahead of the seasonal celebrations.

Called ‘Glam up & Style up’, the campaign is comprised of two quick, snappy, and fun 15-second digital-only films, which were conceptualised by Wunderman Thompson Bengaluru. Both films showcase the stylish range of season must-haves available at Lifestyle with a high celebratory vibe, almost like the trending reels made by fashion influencers around the world.

Inspired by the reel format, the brand intends to leverage the current trending format of a short-form social video as a new way of engaging with its customers. Each of the two films features four stylish ensembles from Lifestyle’s latest range with the transitions choreographed in easy and fun dance moves. The original upbeat background track of the film adds to the vibe, urging everyone to groove in style this festive season.

Lifestyle said that it intends to amplify the campaign through multiple celebs and fashion influencers grooving to the peppy track from the film and recreating the video in their own style. With the launch of this campaign, the brand intends to highlight the importance of having fun while you explore your options at Lifestyle, becoming the brand of choice this festive season.

Rohini Haldea, assistant vice president and head of marketing at Lifestyle, commented that they are delighted that this festive season their customers will discover Lifestyle’s on-trend styles through an entertaining film, to flag off a series of celebrations. 

“This is the first time that the brand has taken inspiration from a trending social media video format to break the festive clutter and engage with its shoppers in a fun and unique way. We are very excited and invite all our shoppers this season to not just style but groove in style with Lifestyle,” said Haldea.

Meanwhile, Priya Shivakumar, senior national creative director at Wunderman Thompson India, shared that it’s that scrolling through-your-phone-and-stumbling-upon-that-reel-you-just-can’t-skip moment they were looking to recreate through the lens of a brand with style at its heart. 

“Lifestyle’s eye-catching new collection also unveils its range of exciting festive looks. With music you want to dance to and clothes you want to reel, Lifestyle looks to make you sway to its beats and recreate your own reel moment, giving yourself many ways to glam up and give yourself a style upgrade,” said Shivakumar.

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Marketing Featured Southeast Asia

Preview.ph honours ‘movers and shakers’ of local fashion scene in latest event

Manila, Philippines – Preview.ph, the local fashion magazine under digital lifestyle network Summit Media, has honoured fifty local personalities that are considered ‘movers and shakers’ of the Filipino local fashion scene.

Among the awardees who attended the event were celebrities Marian Rivera, Catriona Gray, James Reid, Kylie Verzosa, Vice Ganda, Michelle Dy, and Pia Wurtzbach

The recognitions were announced during Preview.ph’s latest event ‘#PreviewBall2022’ in a bid to usher into a new era of fashion and art defined by inclusivity, diversity, and creativity.

Preview.ph brand manifesto

Marj Ramos-Clemente, editor-in-chief at Preview.ph, said, “We’re constantly pressured by the society to fit a certain mold. We’re expected to adhere by such standards if we wish to be accepted. Admittedly, even the fashion world tends to feel intimidating or alienating sometimes. But fashion should be for everyone.”

She further explains that for a brand like them that reaches younger audiences, they need to be aware that conveying the message of kindness and inclusivity to their audience is no longer just a privilege but rather a responsibility.

Preview.ph’s launch of first-ever video magazine cover, featuring Filipina actress Belle Mariano

“[Fashion] is not supposed to make you feel small, or make you feel like you don’t belong. It should do the exact opposite. In this often cruel world, fashion should be your friend. Fashion should help you celebrate your uniqueness and individuality,” Ramos-Clemente said.

She added, “It’s okay to just be yourself and own all those little quirks and nuances. It’s okay to create your own destiny and not follow the path that everyone else seemingly set up for you.”

Preview.ph also released its first-ever video magazine cover featuring Filipina actress Belle Mariano, and takes viewers on a behind the scenes look of conceptualising the magazine cover itself. The new video magazine cover format will also be advertised across social media platforms and digital billboards.

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Marketing Featured Global

Meltwater, Twitter launch fashion-centric report highlighting key fashion trends, discussion

Singapore – Media and social intelligence company Meltwater and social media platform Twitter have co-launched a report that highlights insights on how fashion is being discussed online, and how marketers and advertisers should care about in 2022 and beyond.

The report explores the conversation drivers around top-trending fashion topics on Twitter over the past year— including luxury fashion, meta fashion, handmade fashion, inclusive fashion, and retro fashion— as well as ways that brands can stay ahead when it comes to responding to these conversations.

According to the report, the past year has seen high-end fashion conversations flourish on Twitter, and have grown 16.7% between March 2021 and February 2022. With an average of 20,000 mentions per day, this category saw the largest increase in mentions compared to other verticals like athleisure, fast fashion, and street style.

In addition, conversations about meta fashion have increased more than 1,500% as the metaverse, VR, and AR have entered the wider cultural consciousness. Across 1 million conversations that reached more than 330 million Twitter users, meta fashion netizens focused on luxury and designer pieces like sneakers, particularly when involving well-known, high-end brands and celebrities.

Lastly, after widespread calls for more diversity in the fashion industry in 2020 and 2021, the conversation around inclusive fashion has grown 7% in the past 6 months — averaging 1,400 mentions a day. Our analysis found that about 77% of authors in this conversation are writers, editors, designers, creators, bloggers, and models. Together, they give voice to this customer base’s values: inclusivity and innovative style.

Meltwater’s VP of Partnerships and Product Marketing Johnny Vance, said, “The insights in The Fashion Industry’s New Era illustrate the value of social listening and analytics. Explore, Meltwater’s AI-powered social listening platform sifts through billions of data points each day and enables brands, marketers, and boardrooms to enhance decision making whilst ensuring their marketing strategies remain both forward-thinking and customer-centric.”

He added, “By leveraging this kind of market research, brands, teams, and organisations can improve their competitive positioning, ultimately enabling an agile marketing strategy addressing the real-time shifts in consumer behaviour.”

Meanwhile, Lauren Jenkins, head of the Twitter Official Partner Program, commented, “To create innovative and impactful marketing strategies, you must have a comprehensive understanding of your target audience. The Fashion Industry’s New Era report, developed in partnership with Meltwater, taps into the global fashion conversation on Twitter to identify meaningful insights and emerging trends within the industry. The insights shared within the report provide fashion marketers and advertisers with a solid foundation they can use to build out their future marketing strategies.”

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Marketing Featured Southeast Asia

ZALORA MY taps Bray Leino Splash to revamp influencer program’s UX

Singapore — The Malaysian arm of e-commerce platform ZALORA has tapped digital marketing agency Bray Leino Splash to revamp the user experience of its Community Influencer Program, a reward system for influencers and customers.

ZALORA’s Community Influencer Program encourages influencers and ZALORA customers to endorse and earn via their social media platforms, rewarding them a commission on sales.  Bray Leino Splash was tasked to improve the user experience design of the site and make it easier for interested customers to sign up.

Efrain Lopez, executive creative director at Bray Leino Splash, commented on the steps the agency took, saying that they identified the previous version of the site did not succinctly communicate the USPs of the program hence customers found it harder to sign up right away.

“To this end, we stripped down the design of the site and put up the USPs upfront, & also created a straightforward FAQ section. This was fronted by a neat calculator tool to allow interested customers to calculate how much revenue they could earn simply by keying in the number of followers they had without the need to fill in a web-form,” Lopez said.

According to Zalora, its sign-ups garnered a 150% Increase after the UX revamp. Leonard Chang, regional affiliate marketing lead at ZALORA Malaysia, commented on the optimization of the program.

Chang said, “We have strong confidence in the new look of the program which has now recorded a 150% increase in the sign-up rate and a 90% increase in time spent on the site. This is the first key milestone and we hope to achieve a much better user experience through continuous optimization moving forward.”

Last October, ZALORA Philippines in partnership with Rizal Commercial Banking Corp launched its fashion and lifestyle credit card.

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Marketing Featured Southeast Asia

ZALORA PH launches fashion and lifestyle credit card

Manila, Philippines – The Philippine arm of fashion and lifestyle e-commerce ZALORA has partnered with RCBC Bankard Services Corporation, the credit card arm of the Rizal Commercial Banking Corp. (RCBC), to launch the ZALORA Credit Card. 

The fashion and lifestyle credit card rewards customers every time they shop on ZALORA, and also promises to give rewards to transactions made outside the platform.

A 6% cashback will be granted when shopping on ZALORA, while a 2% ZALORA cashback can be earned for all online expenditures on other websites or apps. 

Of the launch, Paulo Campos III, ZALORA Philippines’ co-founder and CEO, said it is its biggest to date. 

“We are very proud to join hands with RCBC on this landmark initiative. We are entering the fourth quarter not only with bigger and better 11.11 and 12.12 mega sales to look forward to, but also the first credit card dedicated to elevating our consumers’ fashion and lifestyle shopping experience,” said Campos. 

Regardless of the platform, ZALORA Credit Card holders will receive 1 reward point for every P50 spent on all purchases. The accumulated reward points can be spent on a variety of products at ZALORA which range from wardrobe and home essentials to luxurious gifts. 

As a welcome gift, new cardholders will be receiving a P5,000 ZALORA cashback, as well as an annual ZALORA Now subscription for free express shipping, which will be valid for 365 days. As a Mastercard Titanium card, availing of the fashion and lifestyle credit card will come with no annual fee for the first year, where a P4,000 principal will apply for subsequent years.

Upon approval, cardholders will be issued a separate virtual credit card. Being a cardholder will also be coming with exclusive ZALORA perks such as priority access to brand launches and mega sale events, and exclusive discounts from top local and international brands on ZALORA that can be redeemed on top of the ZALORA Credit Card rewards.

ZALORA said the launch of the credit card comes against the backdrop of the ongoing pandemic, where a number of Filipinos are shopping online for the first time as everyone continues to stay home. ZALORA aims to leverage the emerging online shopping behavior in strengthening its consumer loyalty.

“This strategic partnership is very timely given the growing e-commerce industry and the improving economic outlook in the Philippines. Together with ZALORA and Mastercard, we are delighted to be ushering a more dynamic, superbly rewarding, and secure payment experience that complements our customers’ evolving lifestyle,” said Arniel Ong, president & CEO of RCBC Bankard.

Meanwhile, Simon Calasanz, Mastercard Philippines’ country manager, commented, “As more Filipinos adopt cashless digital payments to enable how they live and work, it is critical that Mastercard together with partners like ZALORA and RCBC Bankard continue to bring digital-first user experiences to market.” 

He adds, “The ZALORA co-brand card brings many firsts to market, and Mastercard is excited to play a role in this priceless partnership.”

The ZALORA Credit Card also boasts a connected smart shopping experience, as well as a commitment to sustainability. 

To make it easier for consumers to analyze their expenditures, holders of the credit card will be able to view categorized summaries of their transactions, to turn monthly credit statements into convenient and insightful budgeting tools.

Customers will be able to monitor their expenditures via an SMS alert on transactions based on parameters that they can define and personalize according to their list of expenses, encompassing factors like monthly budgets and supplementary card transactions. 

In addition, the ZALORA Credit Card has been made with sustainable materials, specifically with 84% bio-sourced polylactic acid (PLA) derived from non-edible corn. Supplied by EMV chip manufacturer, Thales, the unique and eco-friendly material is expected to set a precedent for a wider shift towards sustainability in the local banking sector.

Customers can now apply for the ZALORA Credit Card at its website.

Categories
Platforms Featured Southeast Asia

Fashion brand Pomelo ties up with TikTok to launch exclusive 13-piece capsule collection

Singapore – Pomelo, an omnichannel fashion platform in Southeast Asia, has launched its latest collection, an exclusive 13-piece wardrobe line created in collaboration with video-sharing app Tiktok.

Through the collection, which officially dropped Wednesday, Pomelo and TikTok aim to empower Gen Zs and Millennials to boldly express themselves and embrace their own styles.

The collection features a striking and fun assortment of streetwear-inspired separates emblazoned with TikTok’s distinctive logo, including printed mesh tops, and pieces splashed with the brand’s signature colors of red, light aqua, and white. It also includes accessories, such as tinted shades and mini crossbody bags.

Pomelo x TikTok collaboration

Alongside the collection release, Pomelo will also be introducing a TikTok challenge for all fashion enthusiasts called #BeBoldBeYou. Starting from 24 February to 5 March, Pomelo fans and TikTok creators can take part in the challenge by styling their favorite looks, showcasing their own unique fashion style, “whether bold, expressive, or confident.” The most creative entries will get a chance to win the full collection and win prizes worth up to US$300.

Pomelo x TikTok Collection will be exclusively available on Pomelofashion.com, the Pomelo App, and in stores in Singapore, Thailand, and Malaysia.

Categories
Marketing Featured Global

Avatars’ wardrobe on Bitmoji, Snapchat gets upgrade with new Levi’s tie-up

Santa Monica, California, USA – Avatars made on Emoji maker platform Bitmoji gets a fashion upgrade with Bitmoji through a new partnership with global clothing brand Levi’s. As its in-app avatar creator, the “wardrobe” addition will also be applied to social media platform Snapchat. 

Through the Levi X Bitmoji partnership, which was brought on to appeal to Gen Z consumers, users will now be able to customize their avatar with select Levi’s “apparel”, which includes 12 curated Levi outfits, the 501® Original Fit Jeans, Trucker Jackets, and Western Shirts, all available in multiple washes. 

Once finished customizing their digital avatar, users can use and see their designed avatars in various Snapchat features, such as chat and games, on the Snap Map, in Lenses, and in personalized content like Bitmoji Stories.

(Left) A model sporting Levi’s Trucker Jacket, (Center) A Bitmoji avatar sporting a digital version of the Levi’s Trucker Jacket, (Right) A SnapChat QR Code for users to check on the rest of the featured Levi collection.

“As people live more and more of their lives online, it’s crucial for brands to find authentic ways to exist in the digital world,” says John Imah, Snap’s head of games and entertainment partnerships.

“Leading fashion brands like Levi’s have embraced Bitmoji’s ability to foster genuine connections with consumers in the digital spaces that they live in. We’re pleased to bring together the world’s most loved avatar with one of the world’s go-to denim brands in this exciting partnership,” he added. 

The Levi’s® x Bitmoji collection is now available worldwide for Snapchatters and Bitmoji users on Android and iOS devices.