Try other e-marketplaces
E-marketplaces are another channel to reach new audiences. Binary Style views their presence on KrisShop, the online store for Singapore Airlines, as a form of advertisement and endorsement due to the platform’s reputation for curating quality products for its passengers.
In response to COVID-19, KrisShop, which carries 800 local and foreign brands, onboarded new retail partners more quickly. It has a concept store that spotlights local design brands, including Onlewo, Eden+Elie and Gnome & Bow.
The pandemic also hastened the opening of OneOrchard.Store (OOS) and eCapitaMall in June. The former, run by the Textile and Fashion Federation (TaFF), showcases locally-based design brands, including Carrie K, Ling Wu, Shirt Number White and Weekend Sundries. TaFF said it hopes the new e-commerce platform will complement ongoing efforts to help physical retail recover, contributing to a more sustainable retail landscape in Singapore.
eCapitaMall, which has 200 brands signed on so far, is not restricting itself to tenants of its physical malls. To instil consumer confidence, it ensures that retailers only sell quality and authentic products that appeal to its customers.
If a brand wants to foray overseas, there are many niche multi-label platforms regionally and globally. You could start by looking “at your competitors or market leaders’ list of stockists” said Anisa. “Don’t underestimate countries like Indonesia and Thailand where the middle class is growing and has evident interest in design.”