Singapore Helps Local Fashion Brands Amp Up Their Advertising and E-Commerce

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The Singapore Tourism Board (STB) and Singapore Airlines’ flagship retailer, KrisShop, have just announced a three-year partnership. To help local brands with their digital transformation journey, both partners will work together to market home-grown brands and grow their e-commerce reach, all while creating seamless experiences for both local and international customers.

What can customers expect from the partnership?

Throughout the next three years, each content will be co-developed and local brands will be profiled on to shine a light on the items they have up for sale.

Ms Lynette Pang, STB’s Assistant Chief Executive (Marketing Group), said, “Singapore has a vibrant retail scene, and we are excited to partner a home-grown retailer like KrisShop to shine the spotlight on our local brands. Profiling local brands is part of our strategy to build destination affinity and mindshare, and ensure that Singapore stays top-of-mind during this period and when travel resumes.”


The first phase will see STB and KrisShop launching a domestic campaign to heighten the public’s awareness of local brands and increase the demand for their products. With this campaign, both partners will work towards developing and amplifying content to elevate the perception of Singapore’s dynamic retail scene. Additionally, this campaign also provides a platform for local design talent to be showcased to potential customers.

The second phase will see global campaigns being rolled out across various key markets when international travel bans are lifted. 

How important is a strong online presence for brands in this current economy?

In the digital age where technology takes precedence and communication is buzzing online, not having a great online presence is a huge loss for businesses. Without a solid online presence, local brands would continue living their day-to-day in the dark when sales and conversions could be happening every minute on the Internet.


Having a strong online presence helps prospective buyers find a brand swiftly and allows for easy engagement between business and customers. Being visible online is an effective way of communicating with customers, so imagine the loss suffered by brands with no online presence.

To keep local brands out of the dark and help them flourish under the partnership, KrisShop will offer them guidance to boost e-commerce sales in Singapore and in global markets and hold regular review sessions with the brands. 

Which local fashion brands can customers look forward to?

To achieve the aim of helping local brands reach a wider global audience, will be the exclusive e-commerce platform for brands parked under Design Orchard

Design Orchard

Thirty-six of Design Orchard’s brands will be digitally housed on With Love, SG, a KrisShop concept store for home-grown brands. With the addition of Design Orchard’s brands such as Eden + Elle, Kydra, Little Red Box and The Animal Box, a whopping total of 100 local brands and counting will earn a spot on the exclusive e-commerce platform.

From homegrown products ranging from lifestyle to sports and fashion to accessories, shoppers can find just about everything they need within a few clicks.

Is that all from the STB and Singapore Airlines joint partnership?

To create seamless customer experiences, STB and KrisShop will also venture into new fulfilment services and channels for both Design Orchard’s and KrisShop’s customers. One of the many ideas waiting for trial includes allowing local buyers to self-collect their purchases at designated pick-up points – Design Orchard and SingPost POPstations – to improve one’s shopping experience.

For effortless online-to-offline and offline-to-online retail experiences to happen, both partners will also work on integrating’s existing features with STB’s official Visit Singapore mobile application. Users will then be able to shop on the go as the point of purchase becomes streamlined.

Singapore Tourism Board

“This partnership with KrisShop also aims to future-proof local brands, giving them a new channel to reach local and international audiences, and ideas to enhance customer experiences,” shared Ms Pang.

“We are delighted to partner STB, as this partnership is an extension of our efforts to champion our culture, and further fuels our vision of being a platform of enablement and empowerment for homegrown entrepreneurs, by giving prominence to their crafts for audiences in Singapore and beyond,” added KrisShop’s Chief Executive Officer, Mr Chris Pok.


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