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Zalora finds new confidence in regional brand initiative

The billion-dollar fashion industry is all about self-confidence. It’s best exemplified in online fashion retail as it basically encourages people to buy clothes without trying them on.

With this insight, Zalora has rolled out a branding initiative “OWN NOW” to encourage people to be confident about themselves and to “own it”. The campaign is now entering the second phase with a new film entitled “Own the night” along with a 30 seconds TVC launched yesterday.

Created by BBH Asia Pacific, the initiative is an invitation for people to get dressed up and let their inner confidence shine through with fashion. It’s a call for individuals to not wait for perfect moments to happen, but live in the moment and make it their “own”.

The 30 second TVC runs in five markets including Malaysia, Indonesia, Thailand, Vietnam and Philippines with digital roll outs in Singapore and Hong Kong running concurrently.

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“‘OWN THE NIGHT’ campaign is a reinforcement of our brand narrative to promote confidence through fashion,” said Tito Costa, regional managing director, Zalora group.

“ZALORA offers a highly curated offering for fashion enthusiasts featuring global brands mixed with local brands and designers, for them to explore and express their fashion sensibilities. We complement our great selection of clothes and accessories with efficiency and reliability to give our customers the best online shopping experience possible.”

A supporting consumer-engagement campaign ‘Epic Night Out’ contest will also be launched. Zalora will pick two winners from each market and treat them to an ‘Epic Night Out’ which entails attractive experiential prizes from a helicopter ride to all-access pass to year-end parties with accommodation at luxury hotels.

For a chance to win the prize, consumers just need to download the ZALORA App and enter by sharing their email address after the prompt. Winners will be notified via email.

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