Zalora pushes brand with local music

E-Commerce site Zalora is making a move to attract the local market with its latest collaborations with local singer-songwriters Nathan Hartono, Cilla Chan, Sezairi and Ming Bridges, on a brand campaign titled ‘Zalora Loves Local’.The campaign will launch today with a YouTube masthead space showcasing these artists, and will run across the online store. The ads feature a curated landing page that highlights the talents as well as the styles of each musician.‘Zalora Loves Local’ will also be supported across all of the e-tailer’s marketing channels such as social media, search, and direct marketing via newsletters and mobile.Those in Singapore visiting the YouTube homepage on any device will also see a masthead featuring a Zalora -styled shoot of the four musicians dressed in Zalora outfits. The flash-animated masthead will include shout-outs on each artist, to provide exposure for their talents. Users can then click through to the Zalora homepage to see the campaign ‘shop-in-shop’ where they can view exclusive content on Zalora Loves Local shoot, alongside ‘in-store’ musical performances by each artist.The campaign also marks Zalora’s first attempt at a masthead advertising format, a marketing platform that is still very new to Southeast Asia on YouTube.Just last month, Zalora Group secured US$112 million (SG$139 million) in funding from privately held investor group Access Industries. In May 2013,  it also received a US$100 million funding.The new capital will support Zalora Group’s efforts to scale up operations and gain an even stronger foothold throughout Southeast Asia and Australia, serving 600 million potential online shopping customers in the region.Michele Ferrario, managing director of the Zalora Group said the investment will allow the company to continue “building on its position as the leading fashion and beauty e-commerce retailer in Southeast Asia.”“Both the worlds of music and fashion are all about expression, so the lines between the two are often blurred,” Dione Song, marketing director, Zalora Singapore said.“This latest campaign aims to take a step further to combine music and fashion by leveraging Zalora’s strength in fashion retail, to provide the support and attention that our local music scene very much deserves.”Most recently, the e-retailer launched its first private brand Ezra and focused on broadening its offering to include a variety of fashion and beauty items.