Speaking to Marketing, a ZALORA spokesperson said that despite the restructure, in 2018, ZALORA’s total workforce and sales have grown significantly compared to 2017.
"Whilst we continue to invest in people across the board, we went through a restructuring exercise that affected some of our marketing team’s sub-departments in our Singapore office. Strong investments have been made and continue being made in our Singapore office. This new regional structure will allow ZALORA to unlock and scale innovation while unifying processes and grasping optimization in developing centres of excellence across the region," he added.
Meanwhile, the brand recently appointed Gunjan Soni as its new CEO, a move effective in early 2019. Soni joins from India-based fashion e-commerce company Myntra, where she was CMO and head of the Jabong business. Prior to that, former Redbull head of digital, Elias Pour joined as chief marketing officer. He was tasked to lead a team of approximately 150 individuals, overseeing the full marketing operations at ZALORA Group across Asia Pacific.
Earlier this year, ZALORA revamped its regional integrated branding campaign titled “OWN NOW”. The campaign was aimed to focus on the brand’s identity as a fashion enthusiast with a diversity of styles and brands, giving consumers freedom to choose what fashion works for them.