Pomelo debuts in-app live streaming for Spring Summer line

Fashion retailer Pomelo has debuted its in-app live stream tech with the launch of its new Spring Summer collection. The fashion brand will unveil immersive in-app capability, in a bid to bring fans closer to the heart of the fashion experience through technological innovation.

Showcasing a more engaging omnichannel experience, the launch of the Spring Summer 2020 collection will be fully livestreamed via the Pomelo app, and allow fans to get an exclusive sneak peek at the collection ahead of its official launch. The sneak peek will also include special appearances by Pomelo campaign ambassadors including Singapore’s Layla Ong, Thailand’s Davika Hoorne and Indonesia’s Raline Shah, among others.

Fans and fashion enthusiasts will be able to tune into Pomelo’s content in real-time across all Southeast Asia markets. Beyond the collection launch through live video content, fans will also be able to view exclusive, on-site interviews with fashion personalities from the collection, and participate through interactive Q&A sessions.

Co-developed by Pomelo’s in-house developers, together with interactive streaming and marketing platform Geddit, the in-app livestream functionality will be fully shoppable from March onwards.

Jean Thomas, CMO of Pomelo said that as the retail landscape continues to evolve, Pomelo aims to stand out by bringing dynamic experiences to fans that combine shopping with engaging, real-time content. “Constant innovation and a strong dedication to reinventing the omnichannel experience are a large part of Pomelo’s DNA, and we’re confident that the launch of the new in-app livestream feature, amongst other new developments still to come, will enable us to be at the forefront of driving innovation in this industry,” he added.

Meanwhile, Pomelo recently raised US$52 million for omnichannel expansion across Asia. The Series C funding round was led by Central Group, Provident Growth Fund, InterVest Star SEA Growth Fund, Andre Hoffman, Toivo Annus, Lombard Private Equity, Ambient Sound Investments OU and The Luxembourg Company Deverel. With this round, Pomelo has total raised over US$83 million from investors globally, including JD, Start Today Ventures and Jungle Ventures, who participated in its former funding rounds. Two years ago, Pomelo raised US$19 million in a Series B round in 2017.