ZALORA runs interactive pop-up with partner brands, creates TikTok challenge


Fashion eCommerce firm ZALORA has launched an interactive pop-up in Singapore, as part of its inaugural ZALORA Fashion Festival. Open to the public on 7 September from 12pm to 9pm, the festival partners big brands such as Samsung, Singtel and TikTok to provide shoppers with a "social media feast".

Held at the DECK, the festival will feature themed, interactive rooms curated by ZALORA’s partner brands such as CALVIN KLEIN, adidas, Vans, NARS, and Skin Inc. The rooms aim to allow shoppers to experience the brands first-hand, and provide them with the "perfect backdrop" for their social media feeds.

In a statement to Marketing, Christopher Daguimol, group director, brand communications at ZALORA said customer engagement and social buzz are the key performance indicators for the event, and brand experiences is a "great way" to achieve them. "Memorable interactions between us and and people will get them talking about us, drive deeper engagement and inspire them to act," he added.

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Shoppers are invited to enter its hashtag challenge on TikTok with creative photos to win ZALORA vouchers, marking the company's first partnership with the emerging short-form video platform.

ZALORA will also give visitors a sneak peak to what it has in store at the event, while showcasing curated products and insights from its new collections and in-house brands. According to Daguimol, the festival is a platform for the company to connect with people beyond its online and mobile presence, and create an "immersive space" for them to interact with its partner brands. It also looks to showcase ZALORA's innovation through its visual search technology and its partnership with Samsung’s Bixby vision technology.

Singapore’s social media style celebrity Linda Hao will be the deejay for the day, said a media alert. Daguimol explained: "When we look for performers in our events, we try to showcase local and regional talents, embracing our roots as a Southeast-Asia based retailer."

He added that the eCommerce firm has always championed beauty and talents from Southeast Asia in its initiatives, from its #MakeMeAZALORAModel social-based model scouting competition to find aspiring local faces, to design competitions in the region to support emerging local designers.

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