ZALORA, the leading fashion and lifestyle brand, achieved a significant milestone by securing the Marketing Initiative of the Year – Malaysia award at the esteemed Retail Asia Awards 2024. This accolade recognized their renowned ZALORAYA fashion show, a hallmark celebration of the modest fashion category that underscores the brand’s commitment to localizing its offerings.
Marking its 10th edition, ZALORAYA hosted an exclusive offline event in Kuala Lumpur, graced by A-list celebrities and key company executives. The event not only showcased the latest in modest fashion but also highlighted ZALORA’s innovative approach to engaging its audience through technology.
The highlight of the event was the introduction of a virtual fitting room and a mesmerizing 3D mapping immersive experience tunnel, offering guests an interactive journey into the brand’s tech-forward ethos. The fashion presentations took center stage on a two-storey set, featuring models descending a spiral staircase and appearing dramatically on a balcony, showcasing ZALORA’s diverse collections.
Moreover, ZALORA leveraged its digital platforms by integrating a stock keeping unit (SKU) feature, allowing viewers to shop the showcased items in real-time during the live broadcast on social media. Despite being an invite-only affair, the fashion show garnered significant interest and engagement, particularly boosting visibility and sales for ZALORA’s traditional wear category.
The event generated substantial buzz across social media, amassing a reach of six million through mentions and influencer engagements. With 65 celebrities and 700 guests attending daily, the event’s success translated directly into increased sales, particularly benefiting ZALORA’s traditional wear offerings.
In addition to the offline extravaganza, ZALORA launched an innovative online-to-offline retail pop-up concept. This initiative featured collaborations with 12 brands showcased during the fashion shows, enhancing brand visibility through strategic visual merchandising. Notable among these collaborations was BERLIAN, featuring Baju Melayu studs by Malaysian rapper Joe Flizzow.
The Retail Asia Awards accolade underscores ZALORA’s continuous commitment to pioneering retail innovations and maintaining its competitive edge in the fashion industry. By blending creativity with technology and local cultural insights, ZALORA continues to set benchmarks in the retail landscape, driving growth and customer engagement across Southeast Asia.
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