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Creative Fashion

Desigual strengthens presence in Asia Pacific with the help of Zalora

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By Taruka Srivastav, Reporter

October 2, 2019 | 2 min read

Global fashion brand Desigual has worked with Singapore-based fashion e-commerce brand Zalora to unveil its new brand logo and strengthen its presence in Asia.

Desigual taps Zalora to strengthen presence in Asia

Desigual taps Zalora to strengthen presence in Asia

As part of the partnership, Zalora will execute online and offline activations for the brand in Singapore.

According to Desigual, its new strategy is a declaration of their principles and is an expression of their intent as a brand.

It organized two different events in Singapore and Japan to communicate this new positioning that aims to promote living in a world where everyone can be themselves by using their innate creativity as a tool.

In Singapore, a VIP event was organised for the media, celebrities and customers at Desigual's flagship store on Orchard Road. It also commissioned Singapore’s Band of Doodlers to create an interactive artwork in-store, featuring drawings that represent the Lion City, to which guests are invited to draw and colour to express their creativity.

Desigual’s FW 19 collection also was presented through a dance performance from Silent Stars Entertainment. Desigual's first store outside Spain was Singapore.

The Drum earlier spoke with Zalora's chief marketing officer Elias Pour to understand the company's omnichannel approach, its influencer marketing and advertising strategy, solving logistical challenges for major sales days such as 11.11 and competing with the likes of Lazada.

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