Zalora releases Southeast Asia trend report, these products are in growing demand

Fashion e-commerce Zalora is reportedly seeking to expand its business beyond cities as it has seen an increase in users from suburban and remote areas during this year's pandemic.

In Malaysia, 70% of shoppers come from central areas, said Gunjan Soni, chief executive of Zalora.

"Meanwhile, users from remote areas and those from suburban areas accounted for 15% and 14% respectively, indicating that online shopping usage is increasing even outside of central areas."

Eric Cheang, regional purchasing director of Zalora, said that since all communities are currently moving towards a more digital direction, the new normal of shifting from offline to online shopping will be further expanded after the epidemic.

According to a trend report released by Zalora, most shoppers on the platform are between the ages of 26 and 30, primarily millennials and Gen Z consumers, who have the most disposable income.

“Unlike many millennials or Generation Z in other parts of the world, a large number of Southeast Asian youth still live with their parents, which allows these people to be free from financial burdens such as mortgages, rent, and even electricity bills.”

“This strong family bond is what enables this group of young consumers to gain financial freedom, often leading to the acceleration of shopping habits, which are further exacerbated by social media,” the report said.

Zalora’s consumer trends showed sales in its “blouses & tunics” and “activewear” categories rose 2%, while dresses fell 7%.

Cheang said that according to the company's data, consumers are most inclined towards activewear and sportswear. Many sportswear brands have upgraded their designs so that clothing designed purely for exercise can be worn as a mix-and-match outfit.

The report also showed that demand for sports casual shoes decreased, but demand for functional and home tops began to grow. This is because during the epidemic, consumers no longer had to travel long distances for hours to go to work and had more time to stay at home.

Compile ✎     Mary /

Statement: When reprinting this article, the title and original text must not be modified, and the source and original link must be retained.