Across Southeast Asia, the modern shopping experience continues to evolve – becoming increasingly intricate as a growing base of tech-savvy customers pursue more personalised and efficient service. As such, retailers have now increasingly pivoted their business strategies towards omnichannel commerce – a business model that seamlessly bridges multiple selling platforms together. The need to adopt and excel in omnichannel strategies has only been further heightened by the global pandemic and the ways in which it has transformed consumer behaviour and spending habits, particularly in the fashion world.
As such, with a mission to provide the resources for other Southeast Asian brands to elevate their omnichannel strategy and tech capabilities, Thai fashion brand Pomelo recently unveiled Prism., an end-to-end platform that aims to provide a wide range of integrated solutions for brands to scale their business, from 360 marketing capabilities, branding consultation, merchandise and manufacturing, a full-service creative studio, and more.
Tapping into a burgeoning market
According to a report done by Google and Temasek; despite the pandemic, the Southeast Asian digital fashion industry reported 22% growth in Gross Merchandise Value (GMV) and was valued at 25 billion USD in 2020. Projections of the market predict that it will keep growing exponentially up to six times the size it is today, estimating its worth at 100 billion USD. This highlights the scale of the potential that the fashion industry has to expand, and subsequently the landscape in which local and international brands can grow with the support of Prism.
Prism. is set to support this growth by giving brands access to Pomelo’s acquired merchandising and trading expertise, marketing capabilities and a pool of data collected from over 40 million consumers all over Southeast Asia since its inception 8 years ago. With Prism., brands will be well equipped to scale their operations and growth through the Pomelo platform. To date, Prism has secured global brands such as Urban Revivo and Levi’s as part of its clientele.
Prism. believes in pushing boundaries, creating communities and building culture. The scope of the platform’s services goes beyond data-backed results, Prism. seeks to build long-lasting relationships between itself and the brands it works with. Enabling each brand to receive a much more personal experience of the platform, working together to achieve a stellar brand that creates impact within the industry and connects with their audience on a deeper level. Prism. offers brand-focused services that include dedicated omnichannel solutions including Tap.Try.Buy., Pomelo’s in-app online-to-offline shopping feature, as well as access to the brand’s e-commerce platform and physical stores in Thailand, Singapore, Indonesia, Malaysia and the Philippines.
Helping brands scale
Brands can benefit from the platform’s 360 marketing capabilities, incorporating branding consultation, a full-service creative studio for best in class content production, multi-channel social media content localised to their target audience, a wide influencer and KOL network, and data-driven performance marketing solutions. Throughout its 8 years of service, Pomelo has built up a solid network of users and traffic, made up of female audiences that are passionate about fashion, a unique offering that brands can tap into for real brand growth.
“Pomelo has been at the forefront of the fashion-tech industry for over 8 years. With the knowledge and expertise we have acquired, it feels like the right time to scale our capabilities and build a community of omnichannel-savvy brands.”, said David Jou, Pomelo’s Chief Executive Officer.
“The pandemic has had seismic impacts on the industry, our goal with Prism. is to turn this crisis into an opportunity. By providing this end-to-end service, we want to help brands scale with us and contribute to the growth of the fashion industry across Southeast Asia,” he added.
The scope of Prism.’s offerings also extend to trading and merchandising, offering best-in- class design, manufacturing and fabric sourcing services. This will enable brands to get invaluable industry insight on trend forecasting, product development, technical design, sizing and production. Moreover, the platform’s tech capabilities allow brand personalization which permits optimal product discovery based on our proprietary machine learning, a resource that can help brands become more competitive in the online retail landscape.
Featured Image Source: Pomelo Facebook Page
