Fashion
Zalora, Asia’s online fashion destination enjoyed strong support from fashion consumers across their eight markets – Singapore, Malaysia, Indonesia, Philippines, Thailand, Vietnam, Hong Kong and Taiwan – with over six times the volume of any previous day. A Zalora-led initiative, 12.12 Online Fever aims to drive the e-commerce industry across the region, bringing to consumers some of the best deals that will encourage online purchase, hoping to convert traditional consumers into e-consumers. This year 32% of 12.12 Online Fever shoppers are first-time Zalora customers.
As Zalora is committed to giving customers the best online shopping experience, the team prepared for the surge of volume of orders to make sure that deliveries are fulfilled within the fastest time possible. To ensure timely packing and delivery of orders, so that excited customers can get their hands on their latest fashion purchase, Zalora increased manpower in operations working 24/7 in order to ship 100% of the packages received in its warehouses within 24 hours. This resulted to having 30% of packages delivered to customers within the next day and more than 50% of packages by end of day Monday, 14 December, across the region.
The number of fashion thumb shoppers also increased, comprising 78.5% of shoppers who shopped through their mobile devices on Saturday 12 December compared to 21.5% who shopped on their desktops. This is in line with the changing consumer behaviour and the growing trend of consumers in the region shopping heavily through their mobile devices. The number of customers who shopped on Zalora through mobile had a 250% increase from last year.
Female consumers had a strong showing as they cover 74% of shoppers during 12.12 Online Fever
but the men did a lot of shopping too as they contribute 26% of the shoppers. The most popular categories for both male and female are apparel, footwear and accessories. Favourite brands among women include Rubi, Mango, Dorothy Perkins and Something Borrowed while Sperry, Herschel, Onitsuka Tiger and TOPMAN were popular brands for men. Zalora’s eponymous label was popular across markets and to both male and female shoppers.
Netizens were also talking about 12.12 Online Fever in their social media posts, a few of them commending ZALORA’s quick delivery service and alerting their friends to join in. 12.12 Online Fever received more than 1.6 million of impressions on popular social media sites Facebook, Instagram and Twitter.
Zalora Group CEO, Michele Ferrario shared, “12.12 Online Fever 2015 was a great success not only for ZALORA but for all the partners we worked with to make this initiative possible and for consumers who got their favourite fashion brands on great price point. We thank everyone who supported us. As Southeast Asia, Hong Kong and Taiwan are enjoying immense economic growth, we wanted to engage consumers and help boost the growth of e-commerce in the region. This online sales day will give them a push, sparking consumer spending by offering their favourite items at the best prices. Last year’s record sales attested that such a cyber event resonates well with consumers in the region, and we are happy that we managed to engage more consumers this year!”
This year’s 12.12 Online Fever also saw an increase in number of partners with a total of 376 partners across the region covering different industries from food, home, entertainment, travel to beauty. Through large-scale online sales days such as 12.12 Online Fever, ZALORA aims to boost online retail consumption expenditure, while providing reassurances about the e-commerce sector and building trust with customers.
12.12 Online Fever is an initiative to rally e-commerce players in the region to come together on one day and create Southeast Asia’s version of Cyber Monday. Southeast Asia is experiencing rapid
economic growth, urbanisation and technology adoption, with 12.12 Online Fever, Zalora is bringing down barriers by making it more accessible for people in this region to buy fashion online where e- commerce is still in its infancy stage in many parts of Southeast Asia.
