Lazada Fashion, an e-commerce website headquartered in Singapore, has appointed DFW Creative as its public relations agency following a competitive pitch. It is a six month project to launch Lazada and its in-house fashion label LZD. "Singapore's e-commerce spend is expected to reach $4.4 billion by 2015 and there is tremendous potential in the industry. With this appointment, DFW Creative is excited to position Lazada as THE online fashion e-commerce destination and increase its market share in the country with our lifestyle PR expertise," said Keyis Ng, PR and Marketing Director, DFW Creative.
The account is said to be worth "mid six figure sum (in Singapore dollars)".
DFW Creative will provide lifestyle media relations counsel and to raise awareness of the company’s new-to-market fashion category in Southeast Asia. The contract also includes a 3-year agreement for Lazada to participate in the PR firm's flagship Digital Fashion Week in Singapore and Bangkok.
With over 2000 employees supporting its Southeast Asia operations, Lazada claims to maintain the highest web traffic of any online mall within its current markets including Singapore, Indonesia, Vietnam, Malaysia, Thailand, and the Philippines.
DFW Creative has served lifestyle PR clients such as Italian fashion label Furla and the newly-opened Orchard Gateway shopping mall. The agency plans to expand its flagship event overseas later this year when it organizes the Digital Fashion Week Bangkok, in partnership with the Siam Paragon Group and Thailand's national broadcaster MCOT.