ZALORA clinches accolade at Retail Asia Awards 2025

The company earned recognition for setting a new standard for omnichannel fashion.

ZALORA was named the Marketing Initiative of the Year - Malaysia at the Retail Asia Awards 2025, reinforcing its position as Southeast Asia’s leading online fashion platform. 

The company celebrated a major milestone with the launch of ZALORAYA 2024, its annual festive modest wear showcase. It took the event offline for the first time in its 11-year history. Held from 7 to 9 February at The Starhill in Kuala Lumpur, the ZALORAYA blended high fashion, innovative retail, and consumer engagement.

The event kicked off with an exclusive fashion show featuring Malaysia’s most celebrated designers and brands. Also joining in the event were the media, celebrities, and industry tastemakers. 

The following two days transformed into an interactive offline pop-up retail experience that allowed customers to browse, try on, and purchase limited-edition Raya collections directly—a first for ZALORA.

Known primarily for its digital dominance, ZALORA made its first-ever move into physical retail. This offered customers a tangible shopping experience that bridged the gap between online convenience and in-store engagement.

The offline pop-up store was designed to meet evolving consumer expectations. Taking into consideration the shoppers who are increasingly seeking instant gratification and meaningful brand experiences, ZALORA delivered a true omnichannel model.

The ZALORAYA collections reflected a commitment to inclusivity and innovation. Its efforts included expanded size offerings, including plus-size options for both men and women, and a festive collection for cats, which tapped into the rising popularity of pet fashion. This approach also gave pet owners stylish ways to include their furry companions in their Raya celebrations.

With these creative additions, ZALORAYA 2024 achieved remarkable results on multiple fronts. It recorded a 55.63% year-on-year increase in campaign reach, which reflects strong brand visibility and digital engagement.

It also marked the attendance of 91 celebrities and key opinion leaders (KOLs), generating widespread social media buzz.

Additionally, nearly 3,000 customers visited the offline pop-up store over the two-day weekend—a surge that resulted in significant direct sales and first-hand consumer insights.

ZALORA’s bold decision to introduce a physical retail component is a testament to its dynamic approach to fashion commerce. By embracing omnichannel retail, ZALORA has created a flexible model that adapts to changing market trends.

The success of ZALORAYA 2024 opens new doors for the brand, from future pop-ups and offline launches to more hybrid retail concepts that enhance the customer journey beyond the screen. 

As online-first brands explore new ways to engage, ZALORA has shown that innovation and adaptability are the keys to sustainable growth.

The Retail Asia Awards honours the achievements and innovations of the key players in the retail industry in the Asia-Pacific region. The annual event also serves as a showcase of the diverse range of categories in various aspects of the sector.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].