Singapore-based fashion brand Halara is eyeing Australia for expansion, having steadily grown in the market since its inception in 2020 by founder Joyce Zhang. The brand offers affordable everyday wear for women, with prices ranging from double-digits to just over a hundred dollars for select items.
Halara’s global brand president, Jessica Thompson, revealed plans to introduce physical activations in Australia by late 2025, with the first pop-up experience set to launch in early 2026. Thompson highlighted the success of existing pop-ups in the US, particularly in Los Angeles and the Bay Area, as effective ways to engage with the community offline.
Thompson emphasized the brand’s commitment to enhancing the customer experience by providing opportunities for Australians to interact with Halara products firsthand through these offline initiatives, in addition to its online and mobile app platforms.
Despite the exact impact in Australia and New Zealand remaining uncertain, Halara boasts a substantial global social media presence with 2.2 million Instagram followers and nearly 700,000 TikTok followers. Thompson credited the brand’s consistent and significant revenue growth to a culture of innovation and adaptability.
Halara’s early embrace of platforms like TikTok, integration of AI tools, and flexible production models have propelled its success, enabling the brand to swiftly respond to trends and consumer demands. Thompson underscored the pivotal role of TikTok in driving engagement and brand storytelling over the past five years.
Through TikTok, Halara has fostered authentic conversations, leveraging ads and influencer partnerships to organically amplify brand awareness and cultivate a loyal community. While TikTok serves as a vital avenue for raising visibility, the brand’s website and app remain its primary revenue drivers.
Thompson expressed openness to exploring TikTok shops globally as they become available, underscoring Halara’s continuous evolution and alignment with emerging digital commerce trends. She emphasized the brand’s dedication to leveraging TikTok’s influence to sustain growth and deepen customer connections.
Halara’s strategic approach to leveraging digital platforms and offline experiences underscores its agility and forward-thinking mindset, positioning the brand for sustained growth and relevance in the competitive fashion landscape. As Halara sets its sights on Australia for expansion, its innovative strategies and customer-centric focus are poised to drive continued success in the evolving retail environment.
📰 Related Articles
- Costco’s Expansion Strategy: Ambitious Plans for Australian Market Growth
- Zhongce Rubber Plans SSE Listing to Fund Expansion Projects
- Prefer’s ‘Bean-Free’ Alt-Coffee Expansion Disrupts Australian Market
- MG’s Australian Expansion: New Models and Innovations Unveiled
- LSINC Partners with Kissel & Wolf for Australian Expansion