27 Feb 2018
You Own Now
Superunion partners with Asia’s leading online fashion destination, ZALORA, to revitalise its brand and develop a campaign defined by experimentation and individuality.
ZALORA’s customers are passionate about style; and now more than ever people are refusing to conform to prescribed norms.
‘Personality-led, individual style is at the heart of ZALORA,’ explains the e-retailer’s Chief Marketing Officer, Tito Costa. ‘And with our extensive collection of global and local collections on our app and websites, people can trust their own voice and let fashion be their expression of individuality.
ZALORA provides a platform that champions this flexibility and distinct originality sought out by its users, and it needed a refreshed brand that could capture this spirit, rejuvenate its Own Now platform, and unify the group’s offer across the regions in which it operates.
Embracing the customers’ commitment to own what makes you, you, and inspired by the diversity of products and brands offered by ZALORA, Superunion developed a brand and campaign idea – You Own Now – that will be rolled out across Singapore, Malaysia, Taiwan, Philippines, Hong Kong and Indonesia. The team created signature ‘prints’ for ZALORA, using real fabrics from the product range, and worked with diverse models and fashion influencers from across Asia who challenge fashion norms, to lay the foundation for an aesthetic that will evolve with every season and adapt to every trend.
‘We created fashion imprints from the user's world, reflecting the distinct personalities and diversity that make up contemporary Asia, describes Dan Ellis, regional Creative Director for Superunion Asia. ‘We put the focus back on people and tapped into how fashion makes them feel.’
‘With its strong presence across the region, customer-centric policies and diverse range of local and international labels, ZALORA is truly democratising fashion in Asia. We wanted to come up with an idea that perfectly captured the zeitgeist of fashion in Asia,’ adds Ambrish Chaudry, Head of Strategy at Superunion Asia. ‘You Own Now is a clarion call for people across Asia to trust their own voice and be true to themselves in their fashion choices.’
ZALORA’s You Own Now campaign launched this week with a TV commercial, a refresh of digital assets, across its e-commerce website, mobile app and brand touchpoints. The campaign will run through March, after which the brand will roll out its new masterbrand visual identity.