Global online fashion ad platform Glam Media has launched in Singapore, aiming to push into the Southeast Asian market, tying up with local social fashion network Clozette to launch a regional fashion site, GlamAsia.com.
Glam Media's Singapore office will be overseen by Yuki Yamamura, senior vice president, CEO, Glam Media Japan, who also oversees its Korea and China offices.
Yamamura said while Glam Japan serves Japanese speakers, Glam China; Mandarin speakers, the Singapore office would serve English speakers for the region. Yamamura is based in Japan.
He added the network will help luxury brands to take to the digital space faster. "Many luxury brands do not take to online. They usually favour print advertising, but they know are moving to spend money online. This is the solution and experience (we can offer). We have many case studies in the US, Japan and Europe to show to the brand managers here."
As for the GlamAsia site, Glam Media has teamed with Clozette to generate exclusive content from Glam Media's pool of fashion writers and affiliate sites, and will team with Clozette to integrate its fashion social network platform, Clozette.co, into GlamAsia.com to power its community.
Clozette's editorial team will also develop original content for GlamAsia.com, ensuring that stories are relevant to the local audiences. The site targets women of 25-45 across the region.
"If you look at fashion, whether you are in Singapore and Malaysia, you will be equally interested in what is happening in the New York fashion week, or the Philippines, Jakarta or Singapore fashion week," Roger Yuen, founder & chief executive of Clozette, said. He added that contributors from other countries in the region would add to the site.
Some brands that have already signed on with the GlamAsia site are Shu Uemura and Burberry.
Yuen said GlamAsia.com mainly targets luxury brands at this stage, but may move to lifestyle, family and insurance advertisers in future.
When asked how it compares to other fashion social networking sites, he said that Glam.Asia.com's site would be more focused on luxury brands and feature more "aspirational" content.
Glam Media was founded in 2003 by CEO Samir Aurora and it recently acquired Ning Social networks, a platform that lets users create their own social networks, for an undisclosed amount in September this year.