| Title | THE PERPETUAL FASHION WEEK |
| Brand | LAZADA INDONESIA |
| Product / Service | LAZADA STYLE SPACE |
| Category | A08. mCommerce |
| Entrant | PANTAREI Jakarta, INDONESIA |
| Idea Creation | PANTAREI Jakarta, INDONESIA |
| Name | Company | Position |
|---|---|---|
| Aidil Akbar Latief | Pantarei | Executive Creative Director |
| Ahdiyat Nur Hartarta | Pantarei | Art Director |
| Raymond Iskandar | Pantarei | Art Director |
| Ayu Ammalia Putri | Pantarei | Copywriter |
In order to cement its position as the thought leader in the fashion category, Lazada began its partnership with Jakarta Fashion Week in 2020, the first and biggest fashion event in Indonesia. But beyond regular sponsorship, how can Lazada, Southeast Asia’s biggest marketplace app, really leverage that momentum and bring attention to local Indonesian fashion designers?
The Perpetual Fashion Week: a fashion week that extends Jakarta Fashion Week for an entire year. Year after year. We brought Jakarta Fashion Week into the Lazada app, helping local designers get the recognition that they truly deserve by extending the momentum into an endless, Perpetual Fashion Week where local designers and brands get center stage and can be viewed by millions of viewers.
As one of the world’s major garment producers, fashion is the second biggest contributor to Indonesia’s GDP. But domestically, local designers and their brands are not widely recognized, except during Jakarta Fashion Week where all major media and buyers from all over the country flock together. Even then, the exclusive nature of Jakarta Fashion Week limits the exposure to the local designers. To bring massive attention to these designers, we realized that one week in an exclusive event isn’t sufficient. Then we realized that there’s a place where Indonesians gather all year long: e-commerce platforms. With more than 50 million users across Indonesia, Lazada has the opportunity to bring the much needed exposure to Indonesian fashion brands and designers.
We extended the Jakarta Fashion Week schedule with its runway shows from one week in a whole year, into daily shows on the Lazada app. We fully utilized Lazada’s own LazLive feature with its see-now-buy-now capability (the audience is able to buy the item on the runway with one simple tap). This initiation started in August 2019 and still is running as the in-app channel until this present time, reaching the 50 million Lazada users throughout the nation.
400 brands now get access to more than 50 million users across Indonesia, with 48.448 monthly views.
Social Media URL | Application URL