As Coco Chanel said, “fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.”
Fashion can be communicated creatively through different media. One of them is through digital platforms that allow users to engage in ways that are more interactive and inclusive than ever before. With messenger apps, brands can meet the desire for interactive inclusivity in brand storytelling.
LINE has a significant reach in the Southeast Asian market and particularly in Indonesia. It is now the go-to app used to communicate, due to its user-friendliness and rich functionality. One of the popular features are ‘stickers’. LINE stickers are emoticons expressing a wide and complex array of feelings and emotions, which are told through a set of characters or mascots in an intriguing storyline.
ROOMOOMO, the Asian Designers Luxury Outlet, intends to fully support the Southeast Asian luxury fashion industry through a variety of channels. Making the designers pieces more accessible through its online outlet and offline pop-up sale events, by offering all items up to 80% off, is just one of those channels. Another is through the latest trends of Southeast Asian designers, exclusive interviews and events that we cover in our online magazine, select by ROOMOOMO. Keeping up with the latest digital trends, we are now launching our own set of LINE stickers.
Considering how LINE stickers have a huge impact on people’s communication habits in Southeast Asia, ROOMOOMO stickers can help people express their unspoken emotions through the characters that we provide. Characters are important in brand storytelling to evoke empathy and relatability. Through LINE’s sticker feature, our audiences are given the opportunity to use these relatable brand characters in their own daily stories and expressions.
Each of our LINE character is wearing a different local designers’ dress that ROOMOOMO partners with, therefore highlighting the vision of our ambition to promote the best of Southeast Asia’s designer labels to a wider audience, whilst catering to general customers’ needs in digital platforms and in real life. And even without realising, we therefore implicitly promote the designs of our partner labels in day-to-day communication.