Tag: Love Bonito

The future of e-commerce marketing strategies is increasingly shaped by rapid technological advancements and shifting consumer preferences. Marketing leaders are now faced with the challenge of moving beyond conventional tactics to develop more innovative, data-driven approaches that cater to highly segmented audiences.

The rise of AI, machine learning, and predictive analytics allows for more precise targeting and personalisation, enabling marketers to deliver relevant content and offers that resonate with individual customers. Additionally, the integration of social commerce and mobile-first strategies is becoming essential, as customers expect a consistent and seamless experience across all digital platforms.

As we look forward, marketing leaders must be prepared to navigate a more complex digital landscape, where flexibility and responsiveness are critical to success. The growing emphasis on ethical consumerism and privacy concerns means that transparency, authenticity, and trustworthiness will be crucial components of any effective e-commerce strategy.

As part of our E-Commerce Marketing 2024 series, we recently interviewed marketing leaders across Asia-Pacific to learn more about their actionable insights and advice for brands to elevate their e-commerce marketing strategies.

Check out the line-up of our interviews with APAC marketing leaders under the series:

For our first interview on this series, Dheeraj Raina, vice president and head of integrated marketing and communications for Southeast Asia at Mastercard shares in this in-depth interview about evolving consumer behaviours, emerging marketing trends, and key developments in the payments industry and e-commerce marketing in Southeast Asia.

In the interview, he notes how one of the most significant trends in Southeast Asia is the rise of social commerce, and that voice commerce is also gaining traction, driven by the increasing use of audio and voice technologies.

Over at the consumer electronics scene, Eddie Teng, head of e-commerce for APJ at ASUS details how first-party data is now also being utilised by businesses–especially those with online retail components–to personalise the experience to their online shoppers and give them the right choice to buy.

Moreover, e-commerce will play an even more complementary role to retail. This means that it will continue to cater the needs of omnichannel shoppers in which they experience and shop across multiple channels, offline and online, and ultimately providing consumers the ease of access to owning their products.

Emmanuel Cruz, e-commerce lead at Mondelēz Philippines, details that as consumer behaviour moves alongside the dynamic landscape of e-commerce marketing, he mentions that e-commerce marketing strategies should always be based on consumer and shopper behaviour.

To achieve this, Cruz also shared that a robust end-to-end omnichannel approach should be present to understand the interplay of offline and online consumer behaviour.

Meanwhile, Ngai Yuen Low, group chief merchandise and marketing officer at AEON Group Malaysia shared her insights on how to navigate the dynamic retail landscape, emphasising technological advancements, customer engagement, and the future of retail.

For her, marketing strategies are built on a foundation of data analysis to understand and respond to changing consumer behaviours. She also shared how they have to ensure that they have a digital approach to pretty much everything that they do.

Over at the pharmaceutical scene, Siew Lai Wong, chief marketing officer at BIG CARiNG Group shared insights to better understand how e-commerce marketing strategies play out for a retail brand under the pharmaceutical industry, and what can marketers do to strike a balance between using technology and understanding human behaviour to serve the best campaign to them.

One of the things that Siew Lai pointed out as one of the key trends amongst brands in terms of e-commerce marketing strategies is how they have evolved from seemingly targeting a general audience to catering to the specific needs of customers who return to the brands for a new transaction.

Esther Chan, director of marketing at Love, Bonito discusses why a well-executed e-commerce marketing strategy is no longer optional but a critical component for success and growth in the retail industry.

For her, the key trends influencing e-commerce marketing strategies for fashion retailers like Love, Bonito include influencer marketing, social commerce, and AI integration. They also look specifically at technologies like machine learning, progressive web apps, live-stream commerce and of course, AI to improve their e-commerce marketing strategies.

Looking ahead to 2024 and beyond, e-commerce marketing strategies are set to evolve rapidly, driven by emerging technologies and changing consumer expectations. Marketers will increasingly rely on artificial intelligence and machine learning to deliver highly personalised experiences, while augmented and virtual reality will provide new ways for customers to interact with products online.

As privacy concerns continue to shape the digital landscape, brands will need to prioritise transparency and build trust with their audiences. Social commerce, along with influencer and community-driven marketing, will remain essential for creating authentic connections and driving growth. Ultimately, the most effective e-commerce strategies will be those that embrace innovation while staying attuned to the evolving needs and values of consumers.

Singapore – As consumer behaviour shifts towards online shopping, retail brands must develop robust e-commerce strategies to engage their target audience, drive sales, and build brand loyalty. Effective e-commerce marketing allows brands to reach a global audience, personalise the customer experience, and utilise data-driven insights to optimise their marketing efforts. With the vast amount of data available, retail brands can understand consumer preferences, predict trends, and tailor their marketing messages, ensuring they resonate with their audience and lead to higher conversion rates.

As more brands enter the e-commerce space, standing out requires a blend of innovative tactics, such as social media advertising, content marketing, influencer partnerships, and search engine optimisation. By leveraging these strategies, retail brands can enhance their online visibility, create engaging shopping experiences, and foster strong customer relationships.

For our latest E-Commerce Marketing Series interview, we recently spoke with Esther Chan, director of marketing at Love, Bonito to learn more about why a well-executed e-commerce marketing strategy is no longer optional but a critical component for success and growth in the retail industry.

These are the trends shaping fashion retail’s e-commerce marketing strategies

For Esther, the key trends influencing e-commerce marketing strategies for fashion retailers like Love, Bonito include influencer marketing, social commerce, and AI integration.

For influencer marketing, she notes that the growth has been apparent, given various factors including the proliferation of social media, authenticity, trust as well as the individual’s ability to trendset.

“Specifically to retail, it is key that our influencers are able to showcase the products in their own way – be it through occasional styling, highlighting thoughtful design benefits or even showcasing our fit as part of their daily lives, all of which makes it relatable to the everyday consumer. For us, it’s crucial to choose influencers whose values align with the brand and who connect with the target audience,” she explains.

As for social commerce, she added, “The integration of shopping features into social platforms has provided immense convenience for customers, given the increased usage of mobile phones across the globe. For brands, this smoothens the transaction process through shoppable posts and live selling sessions.”

Meanwhile, she notes that brands are leveraging AI for creative production which aids in solving customers’ pain points and personalising the shopper’s experience.

“There are many tools in the market, all of which present opportunities to hasten the creation process and to enhance customisation by automating the permutation of items a customer views when they visit the website, all of which is ultimately done to elevate the customer’s browsing experience and solve their pain points,” she added.

How Love, Bonito integrates emerging technologies to e-commerce marketing strategies

Esther explains that emerging technology enhances the customer experience while marketing strategies remain core and should be tailored to the brand’s needs during the specific period of growth. At their end at Love, Bonito, she says that they specifically look at technologies like machine learning, progressive web apps, live-stream commerce and of course, AI. 

“For us, we have been leveraging data science and machine learning to improve our customer’s shopping experience as well as to better predict product preferences. In 2022, we launched our first-ever virtual shopping assistant, LBStylist, which was created to provide personalised style recommendations at scale on the website,” she said.

She also added that they have launched their progressive web app for a seamless and responsive user experience on mobile, as well as started doing more live streams and plans are underway for live-selling too. Moreover, they are also looking into onsite solutions that allow for customers to virtually try outfits via diverse models to determine the fit.

“As we cater to an array of Asian women in different markets, we are aware that an outfit can look different on women with different body types, skin colour, height. As such, in line with our mission to create thoughtful experiences, the aim is to provide customers the ability to envision themselves in the outfit before a purchase is made,” Esther noted.

Integration of efficiency and human centricity

When asked about what she can suggest to companies in striking a balance between efficiency and human centricity in their e-commerce marketing strategies, she remarks that it’s not necessarily a balance but an integration of efficiency and human centricity.

In Love, Bonito’s case, she says that they focus on their customers needs and pain points and develop e-commerce marketing strategies around that.

“So, while utilising such technology allows brands to be quicker and more efficient in executing marketing strategies at scale, it also provides an opportunity for us to be more human-centric through personalisation to meet the customers’ needs (e.g. LB Stylist), ease of browsing barriers through VR tools and live-streaming to connect with our community,” she says.

Apart from technology, Esther also says that the company also invests in local efforts such as ground-up community events and social media channels like Instagram, Facebook and Tiktok to connect with our community, while LinkedIn, YouTube showcase more about our corporate storytelling and culture. 

“Not forgetting the engagement of local influencers that resonate with our target audience to garner more brand love amongst our audiences,” she said.

The future of e-commerce marketing in fashion retail

In the realm of e-commerce, Esther foresees social commerce as an up and rising sales channel, alongside influencer marketing. On top of that, AI, machine learning, AR and VR are expected to grow in this space to create a seamless and personalised online journey for customers. 

“At Love, Bonito, we’ll continuously test and learn with these new technologies and marketing strategies, which is especially important in high-potential markets where we do not have a physical store yet. 

She added, “While the e-commerce scene continues to grow, we also expect customers to be channel agnostic – going offline to try on apparel and potentially shopping online for the items, or discovering our latest drops on social media and website and going in person to try the items out.”

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As we look ahead, the future of e-commerce marketing strategies in fashion retail promises to be an exciting blend of technology and personalisation. The integration of advanced AI, augmented reality, and data-driven insights will continue to reshape how brands engage with consumers, offering hyper-personalized shopping experiences and immersive virtual try-ons. 

Social media and influencer partnerships will remain pivotal, but their roles will evolve with emerging platforms and changing consumer behaviours. Brands that successfully harness these innovations while staying true to their unique identity and values will not only drive growth but also set new standards for consumer engagement in the ever-evolving fashion landscape.

Manila, Philippines – Regional omnichannel womenswear brand Love, Bonito is expanding internationally with its first permanent store in Metro Manila, the Philippines. Spanning over 2,000 sqft, the store primely located at the premium Greenbelt 3 Mall and its opening was graced by spokespersons from the Ayala Corporation. 

The announcement comes off the back of the brand’s rebranding and assortment revamp this March, and further hones in on its brand vision to be the go-to destination for Asian women globally.

True to its brand ethos of embracing the realness and rawness of life, Love, Bonito’s new retail store exudes elegance effortlessly with its open ceilings, textured white walls and warm dark woods accents. Beyond its interior design, the store is also created for a smooth and comfortable shopping experience. 

Customers can also look forward to Love, Bonito’s three key lines: the evergreen Signatures and Staples collection, and its summer-appropriate capsule collection. 

Dione Song, chief executive officer at Love, Bonito, said, “We know the malling culture is huge here in the Philippines and we’re excited to finally put down our roots. We have received overwhelming support from the Filipina community, experiencing 90% YoY growth last year solely through online orders. Based on customer data gathered across both digital and physical touchpoints, we’re finally launching our first brick-and-mortar store, with unique elements that cater to the Filipina customer.”

Meanwhile, Rachel Lim, co-founder at Love, Bonito, commented, “After five years of shipping to the Philippines, we’re thrilled to announce the opening of our very first permanent store here. Over the years, we’ve cherished every connection made through events and collaborations and are deeply inspired by the warmth and support of the community. With our upcoming physical store, our Filipina customers can now experience our collections firsthand, join workshops, styling sessions, and be part of our vibrant community events.”

Love, Bonito started out as a digitally native blogshop BonitoChico, on a Livejournal platform selling pre-loved apparels, and officially rebranded to Love, Bonito in 2010. To date, Love, Bonito has over 20 stores internationally, across Singapore, Cambodia, Hong Kong, Indonesia, Malaysia, and the Philippines. 

Most recently, the brand opened its 7th store in Singapore at Tampines 1 shopping mall, and its first rebranded pop-up in Hong Kong’s K11 Art Mall. 

Singapore – Southeast Asian womenswear brand, Love, Bonito, is redefining womenswear for the Asian woman with a new brand identity and a revamped assortment strategy. The change signifies the brand’s commitment towards its long-term vision of becoming the go-to destination for Asian women. 

Fronting the campaign is a line-up of Asian women, specifically chosen for their personal stories and outlook that strays from what a stereotypical Asian woman should be or look like.

To kickstart a new era, the new brand identity includes a sleek heart-shaped monogram that plays to the brand’s initials ‘LB’ and new colours beyond its iconic peach. The brand also challenges the perfect Asian women stereotype by taking on a sassier tone of voice, which will be reflected across the brand’s omnichannel platforms. 

Dione Song, CEO of Love, Bonito, said, “It’s high time we celebrate our brand, one that is created in Asia, lovingly made for Asian women, by Asian women. While many of our Asian cultures have been known to be more conservative, we want the world to see who the multifaceted Asian women is in this 21st century. By doing so, we want to let Asian women know that it is perfectly alright to be unabashedly ourselves while keeping to our roots and heritage.”

She added, “Our consistent double-digit year-on-year growth since 2020 has been encouraging and we will be rolling out a new assortment strategy as part of our new brand identity. The vision of being the go-to destination for Asian women is big, and we are just getting started.”

Love, Bonito will also introduce a change in its assortment strategy to ensure a more curated range. Based on over ten years of customer data, combined with machine learning and artificial intelligence, the streamlined assortment includes three key lines: Signatures, Staples and capsule collections. This revamp will provide apparel for work, weekend, casual, holiday and fancy occasions.

Hong Kong – Southeast Asian women fashion brand Love, Bonito has announced the launch of its new local-centric website, which is accompanied by a month-long social media campaign and most interestingly, a five-week presence along Hong Kong’s well-known trams.

Said campaign, called ‘Travel in Style with Love, Bonito’, is the latest social media campaign of the brand where 500 lucky winners will receive a limited-edition preloaded Love, Bonito branded Octopus card and a Love, Bonito website shopping voucher. Love, Bonito will also be hosting month-long giveaways on its Facebook page.

As for the tram presence, three Love, Bonito branded trams will be travelling around Hong Kong island from today until 29 August. The trams will feature a QR code that Hong Kongers can scan to sign up for the Love, Bonito newsletter and participants can stand a chance to win a limited-edition Love, Bonito branded Octopus card pre-loaded with HK$50 and a HK$50 shopping voucher for the Love, Bonito Hong Kong website. 

Every week starting from the week of 26 July to the week of 29 August, 100 lucky winners will be announced every Wednesday beginning on 4 August to 1 September via email regarding the prizes.

“The new site will mark the introduction of the brand’s new and improved online experience, providing shoppers with a faster and more responsive website. In addition, the new site can also be saved as a mobile home screen application to provide shoppers with more convenient access to the website. We are thrilled to introduce these exciting new features first in Hong Kong and subsequently in other in-market websites in the future,” said Dione Song, CEO at Love, Bonito.

The Hong Kong website will feature all of Love, Bonito’s product lines including work, casual, occasion, The Staples (wardrobe foundations), LYLAS (bridesmaid & party), loungewear, Embrace (maternity), kids, intimates and special collaborations.