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Tag: influence

  • Vely Vely selects Indonesian YouTube rising star to boost SE Asian brand

    Vely Vely selects Indonesian YouTube rising star to boost SE Asian brand

    South Korean cosmetic brand Vely Vely is banking on Indonesian YouTube star “Sunnydahye” to increase brand awareness as it launches into Southeast Asia.

    Sunnydahye is one of the most popular KoLs in Indonesia with more than 1.8 million subscribers on her YouTube channel. Using Sunnydahye’s influence in Indonesia and across Southeast Asia, Vely Vely hopes to accelerate its overseas market entry.

    The brand recently hosted her at its five-story flagship store in the Seoul district of Sangsu-dong.

    During her time in South Korea, Sunnydahye was introduced to Vely Vely’s latest beauty line including face mists and eye shadows. The Indonesian KoL later reviewed the products online.

    “We are very much pleased to invite Sunnydahye who has a large fan base in Indonesia while the level of interest in K-beauty is increasing in the Southeast Asian region,” said a company spokesperson. “With Sunnydahye, we will be able to introduce Vely Vely and Imvely brands to a greater number of customers in Indonesia.”

    Sunnydahye’s video review has attracted more than 250,000 views and 1000 comments, attesting to the South Korean brand’s growing popularity in Indonesia.

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  • Amazon Fashion drops first influencer collection

    Amazon Fashion drops first influencer collection

    Amazon Fashion has just released the first collection from an influencer as part of its new shopping experience, The Drop.

    For the next 30 hours, customers will be able to purchase pieces made on-demand from the collection designed by influencer Paola Alberdi via the Amazon app or mobile browser. The Drop collections are available in more than 100 countries and regions.

    Fashionistas are encouraged to sign up for Amazon text alerts, as the next Drop influencer collaboration could be released at any time. Other influencers slated to design future collections include Emi Suzuki, Sierra Furtado, Leonie Hanne and Patricia Bright.

    “Influencers are able to turn their creativity and style into beautifully designed collections that capture the latest street style trends from around the world,” said a statement from Amazon.

    “Amazon Fashion is excited to enable influencers to be designers and bring fresh Fashion assortments directly to customers via The Drop.”

    Amazon Fashion is also offering Staples By The Drop, wardrobe staple pieces to complement the influencer collections.

    “I am beyond grateful to Amazon for entrusting me to be the first influencer to launch The Drop, their innovative new shopping experience. I have worked hard for many years to create a brand that is true to myself and did the same with this collection,” said Alberdi.

    “Fashion can be so expensive but my belief is that it should not have to be expensive to feel beautiful. The primary goal of my collection is simply to help women feel good about themselves. I’m so excited to share these pieces with the world!”

    Other retail brands have been tapping into the power of influencers and collaborating with them on collections for some time, such as Nordstrom, which is currently selling the Cupcakes and Cashmere range from fashion blogger and designer, Emily Schuman.

    When the department store engaged with influencer Arielle Charna in 2017, her collection reportedly brought in $1 million in sales in less than 24 hours, according to an article from Fashionista.

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  • Hypebeast Japan to launch with on-boarding of Akihiro Wajima, former Director of Farfetch Japan

    Hypebeast Japan to launch with on-boarding of Akihiro Wajima, former Director of Farfetch Japan

    Hypebeast Ltd. is pleased to announce the official launch of Hypebeast Japan Ltd., grounding its cultural influence in the region and marking another step in furthering expansion in Asia. The Company is also pleased to announce the appointment of Mr. Akihiro Wajima, former director of Farfetch Japan, as the new Managing Director of Hypebeast Japan Ltd., who will play an instrumental role in leading the Hypebeast Japan team to success and continue to push forward its market share. Japan is known for its impressive lens and unique take on expressing local and global culture. Hypebeast Japan, being one of Hypebeast’s flagship language sites, has been steadily building a distinctive editorial voice for its streetwear, music and lifestyle space in the country.

    “Japan is one of my favorite places in the world – it’s one of the top places globally for cultural opportunities, and possesses an inquisitive, progressive and ready audience to the types of activations, content curation, e-commerce services, and creative production which are indigenous to Hypebeast,” said Kevin Ma, CEO of Hypebeast Ltd. “We are ready to take our business in Japan to the next level. As a first step, we will focus on expanding local editorial coverage and content in Japan, which will help to connect its unique cultural voice to the rest of the world through our Hypebeast platform.”

    “I am pleased to lead Hypebeast Japan Ltd. and help the team to achieve a new level. Along with Kevin Ma and the team, I am sure we will achieve something exciting together and build a strong presence in Japan,” said Akihiro Wajima.

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