Omnichannel fashion brand Pomelo opens Fall/Winter 19 with an Alice in Wonderland-inspired Fall Collection.
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Employing the best of fashion storytelling and created in collaboration with homegrown Singaporean talent, the three-part collection is a first for the Southeast Asian brand, demonstrating its commitment to consumer-centric marketing as it continues to make inroads into Asia.
“One challenge that follows from our continued expansion into new markets is maintaining relevance for our consumers while also solidifying a coherent brand identity,” said Jean Thomas, newly appointed CMO of Pomelo.
“We are keen on strengthening our positioning by seeking creative input from local talent in each market for this and future launches, beginning with Singapore, where we have just established an offline retail presence in June this year,” continued Jean.
Underpinned by fantastical themes from Alice in Wonderland, a cultural icon with global cachet, the collection brings in Singaporean creatives Lenne Chai and Layla Ong as director/photographer and model respectively.
In so doing, Pomelo effectively bridges global and Southeast Asian contexts, promoting relatability to drive consumer excitement.
Explaining the decision behind the staggered launch of the collection, a marked departure from tried-and-tested discrete releases familiar to Pomelo fans, Thomas says that “Anchoring a key collection –Fall/Winter 2019 – with a central developing narrative sustains brand familiarisation and propelsengagement with our customers.”
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The three-part collection will be launched together with 7 new products from Pomelo’s cosmetics line BEET, over one month.