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ZALORA ventures into Kids category

Online fashion company ZALORA has expanded its offerings with the launch of the Kids category on its website and app. The Kids category stocks from global brands Disney, Mango Kids, as well as sportswear giants Nike, adidas, and Puma, to name a few.

The company is known for its variety of offerings for males and females. ZALORA currently also offers religious outfits such as hijabs and outfits for occasions such as baptism. In a statement to Marketing, a Zalora spokesperson said Southeast Asia is a huge market for the kids category, with over 625 million total population and four million new births every year.

With the rise in middle class and digital savvy consumers, the company saw an opportunity to introduce online shopping for kids clothes to parents. “It’s hard to deny the convenience of online shopping, especially for busy parents, with ZALORA Kids, they will be shopping on their own terms, meaning on their own time and within their own budgets and products will be delivered to their doorsteps,” the spokesperson added.

Given the age group and gender of its customer base, the spokesperson explained that majority shopping in the Kids category will be mothers. The company will be working with targeted affiliates and mummy/parent influencers to spread the word. “We will utilise all our channels similar to how we market our men’s and women’s category through our platforms and across all our marketing channels,” the spokesperson said.

Recently, ZALORA partnered with global fashion brand Desigual to aid the latter in strengthening its presence in Asia. This came shortly after Desigual unveiled a new brand logo and strategy globally, to rearticulate its vision and purpose. Mirroring the flipped “S” in its logo, Desigual has permanently reversed all the letters to boast a backward-facing brand name.

ZALORA has actively been engaging the public. Last month, the eCommerce company launched an interactive pop-up in Singapore, as part of its inaugural ZALORA Fashion Festival. The festival partnered big brands such as Samsung, Singtel and TikTok to provide shoppers with a “social media feast”, and included themed interactive rooms. The rooms were decorated in a bid to allow shoppers to experience the brands first-hand, and provide them with the “perfect backdrop” for their social media feeds.

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