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Want to understand Southeast Asian customers? Here’s how Zalora does it

The fashion industry has been turned on its head since the onset of the pandemic, with physical stores closing down, and an acceleration of brands moving online to maintain some form of business continuity. According to recent global data from McKinsey, consumer and business digital adoption have leapt five years ahead in a period of only eight weeks. Research from Facebook also shows that 85 per cent of respondents across Southeast Asia (SEA) have tried new digital apps during the first quarter