The offline event was attended by A-list celebrities and the company’s CEO.
Fashion and lifestyle brand ZALORA clinched the Marketing Initiative of the Year – Malaysia category win at the coveted Retail Asia Awards 2024 for fashion show ZALORAYA, a celebration of the modest fashion category which also continues to champion localisation for the brand.
For the 10th celebration of ZALORAYA, the brand held an offline event in Kuala Lumpur which was attended by A-list celebrities and company executives.
In the event, ZALORA featured a virtual fitting room and 3D mapping immersive experience tunnel to engage with guests and position the company’s tech-forward brand proposition into a visual execution. A two-storey stage also drew attention to the presentation of the fashion shows, with models sashaying down a spiral staircase and emerging atop a dramatic balcony to highlight the brand’s collections.
On the company website, the fashion show also featured a stock keeping unit that allowed for customers to shop the items as they watched the event on its social media platforms. Though the fashion shows were by-invite only, interest for the collections increased when shoppers were given access to the models’ presentations.
The event amassed six million reach on social media mentions and influencer engagements, driven by the attendance of 65 celebrities and a total of 700 guests per day. This reach also translated to an immediate spike in sales for ZALORA’s traditional wear category.
Meanwhile, the campaign introduced an online-to-offline retail pop up, with 12 brands featured within the fashion shows and more highlighted in partnership through visual merchandising. This includes BERLIAN, the brand of Baju Melayu studs or kancing by Malaysian rapper Joe Flizzow.
Retail Asia Awards honours companies that have recently launched innovative retail projects or initiatives, as well as industry leaders that have propelled their respective brands to maintain a competitive edge.
The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company’s exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].
Read More
